Wikipedia founder Jimmy Wales has put his weight behind open communications group The People's Operator (TPO) in an effort to boost charitable donations and like-minded communications.
TPO launched officially this week and describes itself as a social network with a business model that relies on people signing up to a mobile contract and having a willingness to donate to charity.
"TPO is a community of people that are raising money for causes just by being part of it. It's an ad-free social space supported by a one-of-a-kind mobile network. Together they have the power to raise billions for good causes," said the official introduction.
"Instead of doing what other companies do and spend more than 10 percent of your money on expensive TV commercials and billboards, we give 10 percent to something you care about.
"And all we ask for in return is that you help us spread the word. Like any network, it becomes more powerful the more people take part in it."
It is perhaps the involvement of internet evangelist Jimmy Wales that has increased the attention around the service, and he has been vocal about his involvement.
Wales said in an interview with Vanity Fair that the service started small with a trial in the UK but is now ready for a wider audience, adding that the organisation will provide the infrastructure while the community provides the results.
"TPO is a social network and a mobile phone company where 10 percent of your bill goes to the cause of your choice, and 25 percent of the company's profits goes to charity," he said.
"It's not our business model to be a donation platform. From a business perspective, it's just a great way to build a relationship with the consumer.
"And it's a great deal for the causes because they're really looking for ways to make sure that when people donate money, as much of the money as possible gets to them."
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