Operator said it is first to pass on 100pc of SMS donations from customers to charities having previously handed over 90pc
Vodafone said it will be the first UK mobile operator to pass on 100 per cent of all charity donations from its customers made via SMS.
UK charities will now receive the full amount donated by Vodafone customers when they give £1 or more via a five digit short-code number that starts with 70.
Vodafone had been donating 90 per cent since February, and passing 100 per cent on to larger charitable events like Children in Need. Vodafone UK’s head or corporate responsibility Libby Pritchard said this “didn’t feel fair to other charities”, so all will now receive the full amount.
Pritchard said: “Customers find donating via SMS an easy and simple way of supporting charitable causes.
“Now they can do so knowing that every penny they donate will go to the charity of their choice.”