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Never opted for such service but Etisalat (GSM) sends me almost everyday for what I called scams.

Latest scam:
From "GoodLuck" : "Ramadan Kareem! Your mobile shortlisted for next draw DH20000 & 1000 for 5 people. To be rank1 send max SMS to xxxx H Hindi A Arabic E English & get ring tone. Dhs 5."

Can't Etisalat find other way to make some money than to annoy their customers?
How can I get rid of those?

this doesnt necessarily have to be Etisalat (and i doubt it its) Anyone with an SMS gateway can send those SMSes. Just delete them and move on.

In that case, isn't there any protection (like spam/virus protection in email) in Etisalat gateway itself (based on customer's service preferences)?

At least Etisalat must have the control over these 4 digits premium numbers (locally). They should have do something with it, e.g. to ban when violates customers' preferences.

This is not Etisalat - this is infact third party companies who have a licence to do these activities,best is just to ignore the SMS or do as one of my friends did three weeks ago and won a Nissan Tiida!

just ignore....

annoying sometimes - understand the significance of 'delete' button

you can block these companies from sending you SMS again. Just send an SMS to 1011 mentioning the name or short-code you received the message from. These are third party companies, and not etisalat directly.

For eg., if you receive a message from 2244 & u wanna block them, just type 'b 2244' and send to 1011. This service is free of charge.

And check the etisalat website when you want such info..