It's a central database set up by the GSM Association to stop them:
http://www.ico.gov.uk/for_the_public/topic_specific_guides/marketing/texts.aspx
Many carriers (such as AT&T,[13] T-Mobile,[14] Verizon, and Sprint in the US) allow subscribers to report spam by forwarding the spam messages to short code 7726 (spells SPAM on a traditional phone keypad) (33700 in France, 1909 in India). It's reported that 1/2 million spam reports in France resulted in the disconnection of 300 spammers, and many more cease-and-desist orders were sent.[15]
Some spam defense measures depend on detection, and there are two developments in that area: a GSMA pilot spam reporting program, and the development of Open Mobile Alliance (OMA) standards for mobile spam reporting. In February 2010,[16] the GSM Association has announced a pilot program that will allow subscribers to report SMS spam by forwarding it to short code '7726' which spells "SPAM" on most phones. AT&T Mobility, Korea Telecom, and SFR announced their participation. Following the pilot, a number of other mobile operators have joined the GSMA's Spam Reporting Service program.
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