Saying it wants to better tailor its offerings to Gen Z clients, Telus’s discount Koodo brand begins offering a new phone plan starting today that blocks all incoming telephone calls.

With an ad campaign promising an end to “callxiety”, the Just Text Me Plan is being offered at $35/month, comes with 20 GB of data and accepts only outgoing calls. Anyone attempting to phone the plan holder hears a recorded message that says “Please just text me. Thank you.”

Koodo says it hasn’t received any calls about the new plan, but 10,000 people have subscribed to it.