Absolute Radio Poppy appeal where does the extra 50p go.

#1
Absolute Radio are running an appeal on the Radio allowing you to text in Poppy to a premium number.

They say “ you will be charged £1.50p for each text on top of your network standard charge and at least £1.00 will go to the RBL”

My question is who is trousering the other 50p? If that is the cost of running it a 33% admin cost seams a little high who is taking the rest of the money?
 

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