Most phone companies on their lower tier plans make you pick 1-2 of free calls, texts or a data allowance. High end plans aren't nearly so popular because most people don't get high end phones and of the people that do, many buy direct from Apple so don't have a contract associated with it, instead just using a prepay or sim only plan. So it's really only the high end android phones which get bought on contract which is a much smaller market than iPhones or the actual big market segment here: €100-200 androids

Nobody picks free texts. This leaves 15c/message as a discouragement for using SMS.