Globe 4438 Secret Decoded

Globe Telecom is running a campaign for the SMS short code 4438 and it has been well-promoted with print ads, TV commercials and social media campaigns.
The Globe 4438 is set to be revealed on April 4, 2010 but an inside info gave us a tip to de-code this secret.
Globe 4438 is a rewards system for subscribers and has the following mechanics:

• ITEMS to 4438 for list of rewards
Globe Products: 

GLOBE Immortal Call 15 = 15 points 

UNLITXT20 = 20 pts UNLITXT40 = 40 pts 

UNLITXT80 = 80 pts 

SuperUNLI = 120 pts

• To redeem, text REDEEM to 4438
Gadgets: GADGETS Shopping: SHOPPING PAL Miles: MILES Lifestyle and Enterntainment: LIFESTYLE To view items for each category, text “ITEM to 4438″.
• Send “DISCOUNTS” to 4438 for list of benefits
Food: FOOD Shopping: SHOPPING Health and Beauty: HEALTH Lifestyle and Entertainment: LIFESTYLE
• To view items in the category, text ITEM to 4438
REDEEM ITEM CODE PIN to 4438 for redemption
• SHARE POINTS 10-DIGITMOBILE# PIN for point transfer
• BAL to 4438 for points inquiry.

This rewards system aims to increase customer retention and service loyalty among subscribers.