According to an article on AgencyFAQ,
The Do-Not-Call Registry being put in place for regulating unwanted marketing calls and SMSes may seem like a dampener for mobile marketing firms, but there is a new breed of companies that is actually counting on it. Affle is one of them. The London based mobile technology company collaborated with Bharti Airtel in June to bring its advertising platform SMS 2.0 to India. SMS 2.0 delivers relevant ads to subscribers in their message inbox.