Google (NSDQ: GOOG) has gone the SMS way in India, launching the short code based Google SMS service. They’ve put up a simulation of the service. Services on offer include Local Search, Weather, Glossary, Movies, Q&A, Translation, Web Snippets, Calculator and Currency Conversion. Google is using the short code 54664 (5GOOG), and is currently offering local information for Bangalore, Delhi, Hyderabad and Mumbai. SMS is priced at premium rates, and it is currently limited to five operators - Aircel, Airtel, BPL, BSNL, Reliance; no Vodafone (NYSE: VOD) yet. I tried it out the service via Airtel, and it appears to work fine. The issue with SMS based services is that users need to remember the syntax.

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Google also has included personalization features, as per which a frequently queried location is saved as a users default location. Thus, if no location is specified in an SMS, Google returns results based on that location. Google also powers search on Airtel Live.