The ‘no make-up selfie’ Donation Error: Thousands sent to wrong charity


The #nomakeupselfie trend has become increasingly popular across social media platforms. Many women are posting pictures of themselves wearing no make up and nominating their friends to do the same.

According to reports, due to a text message error almost £20,000 has been donated to Unicef instead of Cancer Research.Those texting ‘DONATE’ and not the keyword ‘BEAT’ to 70099 has lead to donating to the Unicef. The director of Unicef UK said it was a “genuine mix-up”. They are currently finding a solution to resolve the situation.

So far the ‘no make-up selfie’ campaign has raised £8 million for Cancer Research UK. The origin of the trend is unclear.

Many people also enquired about adopting a polar bear from the World Wildlife Fund (WWF). Caused by the autocorrect on smartphones changing the word ‘BEAT’ to ‘BEAR’. The company said no money was taken from people who sent these texts.

Based on our previous experience on projects such as The Eve Appeal and Cabinet of Dreams we can help our clients resolve any problems with payment gateways and prevent potential interference short code issues.