Idea Cellular, India’s third-largest mobile network has planned to implement ‘Private Recharge Service‘ this month in all telecom circles in India. Through this feature, customers can retain their privacy i.e., you can recharge your mobile without sharing your number.

Idea Cellular


Both prepaid and postpaid customers can use this facility to recharge and pay mobile bills. To avail this service from Idea, you need to¬†generate a ‘Private Code‘ by sending an SMS with content as “CODE” to 55515. You will not be charged for this SMS as it’s a toll-free SMS. This will be your reference number [One Time password] to complete your recharge. Instead of providing your mobile number, provide this OTP to the retailer and it’s valid for 24 hours. You will not have to provide your mobile number.

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This is especially for the female customer’s convenience who are afraid to share their number. On the occasion of International Women’s Day, Idea wants to gift something to women’s safety.

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Speaking up during the launch of this initiative, Sashi Shankar, Chief Marketing Officer at Idea Cellular said –

“We are the first mobile operator in India to come up with Private Recharge service and this facility is now available in all circles in India.¬†We are confident that this deployment will help us in reaching out to women customers and reassure them on privacy and security related concerns.”

Aditya Birla group has partnered up with Mahindra Comviva to bring this service pan-India wide. It was first launched in Kerala circle in August 2016.

While other mobile operators are busy in the tariff war, Idea Cellular is busy in expanding their 4G services to cities and towns.

What do you think about this move from Idea Cellular?