Dh1-billion Mothers Endowment campaign launched by Dubai Ruler raised a total of over Dh38.095 million

Ten elegant automobile number plates and twenty-one unique mobile phone numbers from du and Etisalat, the UAE's vice president and prime minister as well as the ruler of Dubai, were put up for sale in order to raise money for the Dh1 billion Mothers' Endowment campaign. A total of over Dh38.095 million was raised during the campaign, with the sale of unique automobile number plates contributing slightly over Dh29 million. However, Dh4.135 million was raised in e& special numbers' bids for etisalat, while Dh4.935 million was raised by du special numbers. The vehicle number plate V39 went for a whooping Dh4 million, or about $1.1 million.

The most thrilling and competitive bidding was for the special mobile numbers with the 7 series, which are said to be fortunate numbers that also represent the seven emirates of the United Arab Emirates. There was intense rivalry among the competitors for the exclusive cellphone number 058-7777777, which ended up being the highest-earning unique number up for sale at Dh3.2 million. In a matter of seconds, the bidding for this exclusive number surged from Dh100,000 to Dh3 million. Similar rivalry was seen among the bidders for other numbers that mostly consisted of seven digits. A staggering Dh2.875 million was also paid for the unique number 054-5555555.

The Roads and Transport Authority (RTA) U79 number plate was up for auction, with a starting price of Dh800,000, and it ended with Dh2.55 million. With the exception of V39, which was acquired for Dh4 million, the most of the numbers were purchased for between Dh2.5 million and Dh3 million.

'The Most Noble Numbers' charity auction was attended by a huge number of UAE citizens and foreigners. Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI) arranged the sale with assistance from Emirates sale, etisalat by e&, Dubai Roads and Transport Authority (RTA), and Emirates Integrated Telecommunications Company (du).