MyToday is a set of opt-in SMS services from our company, Netcore. MyToday has around 3.8 million subscribers. Since you cannot receive the SMSs from MyToday without first sending an SMS to MyToday requesting the service, you cannot get spammed. Stopping the service is as simple as sending a “Stop” SMS to the same service.
Vodafone, one of the bigger mobile operators, has blocked the MyToday SMS alerts since today morning, as this Business Standard news item reports. I suppose the MyToday free SMS services is hurting Vodafone’s paid services. My blocking MyToday’s services, Vodafone is doing what any profit-maximizing firm does — kill competition.
See Rajesh Jain’s post on this matter for more on this.
My analysis is however in the larger context of competitive markets and their welfare implications.