The new version SMS 2.0 would converge messaging content and contextual advertising into one seamless application besides enabling users personalise their SMS window with text and background colours, Airtel said in a statement.
It would also deliver content such as news, jokes, movie and cricket updates, and astrology among others in one application.
The users would not be charged for downloading the upgraded version and for content delivery on this platform, SMS charges would remain unchanged and according to the existing mobile plan, the company added.
Trends indicate that the youth and young professionals are more active users of messaging. SMS 2.0 represents a huge opportunity for Airtel to differentiate itself and further gain both mind-share and market-share in these segments. This service will open up an entirely new set of options that will enrich the messaging experience of our customers, Airtel chief marketing officer (mobile services) Sanjay Gupta said.