Don't MMS Messages Already Cost Money?

On this one, I'm asking for help explaining what's going on. I was under the impression that you needed to pay in order to send an MMS message, but suddenly Vodafone is making a big deal of saying that their plan to stop MMS spam is to... make senders pay to send MMS spam. If they're already paying, then how is it news to ask them to pay again? Or, is there something being missed here, where they're really talking about some other way of sending MMS spam that doesn't already involve paying some sort of fee that now will require a fee?

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Don't MMS Messages Already Cost Money?

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