Tata DOCOMO, the GSM brand of Tata Teleservices Limited, has launched an added service called ‘Magic SMS’, for postpaid and prepaid mobile subscribers across India. With ‘Magic SMS’ service, subscribers can easily convert their ordinary/ standard SMSes into enjoyable and attractive picture messages/MMS.

“Despite the rising importance of advanced mobile applications; SMS in any form, will always remain the most widely used form of communication for mobile users” said Yatish Mehrotra, Hub Head South, Tata DOCOMO. “We are confident that the service will be embraced by the SMS user community for it adds an expression to what you’d like to communicate to your loved ones. The service can be used and enjoyed by all our customer segments irrespective of any age bracket. The service brings together a whole new world of expression –even more than words!”

To activate Magic SMS service, subscribers can SMS ‘START’ to '55115 for monthly subscription ( auto renewable) at Rs 30/-; SMS ‘MAG10 to 55115’ for weekly subscription ( auto renewable)  at Rs.10/- and SMS ‘MAG05 to 55115’ for daily subscription at Rs 5/- Additionally, subscribers can also subscribe the service through an USSD IVR by simply dialing *502# (Toll free) and also via Tata DOCOMO website, wherein they have to select Dive In option and then select Magic SMS from the main menu.

Customers can also download Magic SMS content by sending SMS to 55115, post which they will receive the Magic SMS. Every SMS will be charged at Rs. 3. They can also check subscription details by sending SMS “status” to 55115. In case, a subscriber want to send a normal text SMS without a picture, he can simply use Magic SMS Toggle-Off function for a particular SMS starting with ‘x[space]’ and this specific SMS will be processed as a normal text SMS without picture.