Rogers Communications Inc. will begin charging wireless subscribers 15 cents for each incoming text message received on cellphones despite watching federal politicians berate its rivals for implementing similar charges last summer.

Liz Hamilton, a spokesperson for Rogers Wireless, said yesterday the new charges would take effect July 7 for customers who don't subscribe to a text messaging plan. The company's discount Fido brand is unaffected by the new policy, she said.

Big U.S. carriers such as T-Mobile, Verizon, AT&T and Sprint charge 20 cents (U.S.) per incoming message, Hamilton added.

Bell Canada Inc. and Telus Corp. announced last July that they would charge 15 cents for each incoming text message, a move that prompted a backlash from consumers and some politicians.

Then-industry minister Jim Prentice ultimately decided the government would not pursue legislation against the carriers, but that didn't stop Prime Minister Stephen Harper from promising during the fall election campaign to outlaw charges for unsolicited commercial text messages, also known as spam. Such measures never came to pass.

Bell, meanwhile, said proposed changes wouldn't have had much effect because 95 per cent of its wireless customers have text messages included in monthly plans.

As for spam, the policy at both Telus and Bell is to reimburse customers who receive unsolicited text messages from advertisers.

"On wireless, spam is a extremely rare occurrence," said Mark Langton, a Bell spokesperson. He said the company has made big investments in spam filters and controls virtually all aspects of the network, unlike the Internet.

Rogers subscribers charged for spam are asked to forward the messages to SPAM (7726) so they can get a credit, Hamilton said.

Rogers also said yesterday that both Rogers and Fido customers will be able receive text messages through micro-blogging service Twitter. The messages will be treated as standard messages under all text messaging plans, Rogers said.

Separately, Rogers and Bell said yesterday that their Inukshuk joint wireless venture is buying the spectrum and broadcast licence of Look Communications Inc. for $80 million. Look said in December that it planned to liquidate itself.

The deal is contingent on the settlement of legal disputes with Bell and Rogers.

Look provides a range of services, including high-speed Internet access and digital television distribution over a wireless network in Ontario and Quebec. Rogers uses the Inukshuk network to provide its portable Internet service.

Loading... Loading... Loading... Loading... Loading... Loading...

With files from The Canadian Press