The first thing to do in considering a new concept is to think conceptually, not technically. Tesla, for example, conceptually considered that EV's may be a solution to the fossil fuel problem before they knew what size they could make their Lithium batteries.
So far we have the concept of sponsored data, and a third party has a desire to promote/sell/ their wares. In this case, public utilities need to engage their customers in the new MMS manner, the new talk. But a simple text message as a reminder to pay your bill is just the beginning. They can link your bill in the message through a URL inserted in the text. But then we have a problem. URL's consume data.
I'll let you work out the rest; after all, this is a sponsored data thread. Maybe you can come up with a financial model that would include the CSP, or at least large public utilities having their app hosted on Freeway.
Hope this helps and excuse my lack of detail.
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