the idea is like this:
your cell phone service provider ask for your birthday.
they will send an msg on your birthday, to give you some discount or good stuffs.
also, they can make a network for you and your friends.
i think, they know which numbers you dial frequently (or you received frequently), by this mean, they know who is your friends.
and than, they can also send a msg to your friend, let them know today is your birthday.
over all, this is an added value of a service provider, which can charge you for money :D
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