This case study focuses on Reuters Market Light (RML), which offers a highly customised and localised agricultural information service. Using a subscription economy model, RML provides information services such as weather forecasts, crop advisory, proximate market data and crop prices, and relevant policy and national and international news via mobile phone-based Short Message Service (SMS) primarily aimed at farmers. The report describes the context, the business model, constraints and solutions, important actors and results of the model.