Applications
Celcom and NSS launch SecretSMS
BANGALORE: Celcom (Malaysia) Berhad and NSS MSC Sdn Bhd today launched a revolutionary product called SecretSMS. SecretSMS is a simple software that encrypts SMS messages thereby offering security and privacy.
Starting today, over 2 million Celcom subscribers with smart phones will be able to enjoy a whole new SMS experience, especially those seeking to keep their text life private, states an official release.
SecretSMS is derived from a backbone technology called XMS (Xecure Message Service) that was developed by NSS. NSS is proud to partner with Celcom to introduce the SecretSMS to the market. Research statistics reveal that this product will appeal to the youth population who use messaging as their primary means of communications, the release adds.
Text messages that are stored in the phones are readily accessible. Anyone can have access to your phone if it is left unattended. Some personal or sensitive messages might even get read by the wrong person without prior permission, which could eventually lead to unnecessary misunderstandings or even mishaps.
SecretSMS transmits and stores sensitive messages that are accessible with a password known only to the mobile owners. SecretSMS is powered by 128-bit encryption that encrypts incoming and outgoing SMS’s in the transmission process. To read the encrypted messages, users have to key in the valid password. Hence, mobile users have complete control over their privacy in the SMS communications.
XMS technology is set to penetrate the global market particularly in the US, UK, Singapore, Indonesia, Philippines, Vietnam, Sri Lanka where NSS is already in talks with the local mobile operators and financial institutions, as per the official release.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
