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Etisalat's award-winning deals and rewards programme Smiles has partnered with Mohammed Bin Rashid Al Maktoum Global Initiatives (MBRGI) to support the global ‘100 Million Meals’ humanitarian campaign during Ramadan.

Smiles customers can help provide ‘100 Million Meals’ to vulnerable communities in the world throughout the holy month in two ways. One, they can order food on the Smiles app, and Smiles will donate 5 percent of the total order value to the ‘100 Million Meals’ initiative. Two, Smiles members can order Iftar or suhoor meals on the Smiles app and donate them to the initiative.

“We are honoured to partner with Mohammed bin Rashid Al Maktoum Global Initiatives in its ‘100 Million Meals’ humanitarian campaign. Having launched the food order and delivery service on the Smiles app earlier this year, it just made perfect sense for us at Etisalat to offer people in need of a meal or food parcel, especially those families and communities affected by the ongoing COVID-19 pandemic. Our contribution via the Smiles app is our simple way to expand our support for the community this Ramadan, the month of giving,” said Khaled El Khouly, chief consumer officer of Etisalat.

The ‘100 Million Meals’ follows the highly successful ‘10 Million Meals’, the nation's biggest community campaign launched in 2020 under the umbrella of the MBRGI in collaboration with Social Solidarity Fund Against Covid-19. The campaign enables corporates, entities, humanitarian and charitable organisations, businessmen, philanthropists and the public to make financial contributions towards meals and donate food items to support vulnerable individuals and families.

In February 2021, Smiles launched its food order and delivery service in the UAE, covering more than 3,000 restaurants on the app, across the UAE. With the delivery feature, customers can order food from restaurants around them, earn and redeem Smiles points on their food deliveries, and enjoy unique discount deals on food deliveries exclusive to Smiles. Customers ordering food via the app earn Smiles points on any card payment.

Smiles, a lifestyle engagement programme in the UAE, has more than 2.3 million registered members and is open to all citizens, residents and visitors of the UAE. Smiles offers everyday savings to its members through earn and redemption of Smiles points for Etisalat, partner products and services, food delivery services as well as ‘Unlimited Buy 1 Get 1 Free’ and other discount offers at over 3,000 outlets, on entertainment, shopping, dining, travel, services and wellness experience.

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