Tanla Mobile has been selected to run this year's 'Poppy Download', the mobile phone element of the appeal, and will provide billing, content management, mobile portal creation and a customer service helpdesk.
For the first time, the Royal British Legion is including a short-code number on its national poster campaign, inviting people to show their support by texting "poppy" to 80848 to make a £1.50 donation.
Alternatively, donations of up to £10 using Payforit (Wap) billing can be made by visiting the internet portals 3 and Vodafone, which are supporting the campaign, via the Royal British Legion Poppy Appeal website.
The Poppy Appeal aims to raise funds to support the Legion's work in providing financial, social and emotional support to people who have served or are currently serving in the Armed Forces, and their dependants.
Russell Thompson, director of national events and fundraising at the Royal British Legion, said: "We wanted the mobile phone to play a more prominent role in this year's Poppy Appeal and needed to work with an experienced mobile specialist who are comfortable providing the mobile technology for a high-profile, national campaign."
"Tanla Mobile understood how much value mobile phones can add to a campaign, 80848 is a dedicated charity code set up by Tanla that allows The Royal British Legion to take advantage of all charitable donations by SMS."
Louise Ford, head of sales at Tanla, said: "Including a mobile element as part of the overall campaign will work very well.
"It is a straightforward, convenient way for people to donate, and is also a great way to encourage the younger generation to make a contribution."