Unsubscribed SMS from 588881 is cheating from India Times or Bsnl?

Recently i started getting SMS for which i did not subscribed at midnight disturbing my sleep saying "thanks for using indiatimes subscription services.your total cost is Rs 1" though i was charged one rupee every day for one pathetic SMS JoKE sent by them which is not at all HUMOROUS though, i thought it was some kinda mistake from BSNL, it got annoyed after i started receiving this SMS continuously for 15 days today i went to indiatimes site and got the code on how to unsubscribe!!!

But one question which is baffling me is why the hell i was charged unnecessarily for so many days when i did not subscribed to their pathetic service? is my mobile operator is cheating or India times so when i googled i came to know that i was not alone and this happened on customers of other operators too such as AIRTEL so unsubscribe from their service if you did not really subscribed immediately else you will lose money every day.... follow the below format

UNSUB CODE to 58888 : code may be anything for example if you are charged for jokes then send sms "UNSUB JOKES to 58888"

though till now i dont know how i was auto subscribed to this service if you guys know anything more do share with us