Yeah, but the iPhone started that free messaging trend in 2007 in the US with Cingular(AT&T Wireless) wanting to aggressively expand their marketshare and other carriers were forced to change their plans just to avoid losing customers to Cingular. Both unlimited texting AND unlimited data were things the competition had to offer to keep customers. The carriers of the rest of the world kept their texting prices (some, like in the US, have been removed since then, but the damage’s been done by now).