Jim Courtney, chief commercial officer of Cell C, says that this agreement aims to promote the adoption of responsible processes and procedures for the provisioning of mobile services.

"The code will also ensure that operators can take the necessary steps to ensure that unsolicited commercial messages are eliminated, and that children are protected from unsuitable content," he says.

Ashraff Paruk, GM for products and innovation at MTN, adds that the code is a step in the right direction to a self-regulating industry, and that the operator will encourage WASPs to adhere to the guideline set out in both the WASPA code of conduct and the IRB Code.

Vodacom's Mthobi Tyamzashe, executive director: corporate affairs, comments that the steps taken to self-regulation are a step that will be appreciated by the regulator, Icasa.

"As important as the cellphone is in empowering individuals," he says, "it does not come without its challenges. Self-regulation will help to promote confidence in service and content providers, and provide a formal process for complaints."