Etisalat yesterday announced the launch of its new SMS valued-added service, SMS Broadcast that allows small and medium enterprises (SMEs) to send instant messages in Arabic and English to mobile phones of their clients and employees.

Only those companies that have obtained the required authorisation will be allowed to use the service.

"We are providing businesses with the technology to help them keep in contact with their customers and employees. Apart from the required approval, the company must also have its own database of mobile numbers whose owners have agreed to receive this instant messaging service," said Mohammad Al Fahim, executive vice president, marketing.

SMEs will be allowed to broadcast only to selected groups whose members have given their prior approval for receiving the SMS broadcasts.