It may not have been entirely their idea... [giving the PAC code out by text]
https://www.ofcom.org.uk/consultations-and-statements/category-2/consumer-switching-proposals-to-reform-switching-of-mobile-communications-services
notably:
Our package of reforms included the introduction of a new and simplified way to switch (‘Auto-Switch’) where consumers will be able to request and automatically receive a unique code by text, or through their online account, which they can give to their new provider to switch and port their number (if they wish to do so).
The customer requests from their existing provider the switching code – either a PAC (“Porting Authorisation Code”) if he/she wishes to port their number, or an N-PAC (“Non porting Authorisation Code”) if wishing to switch without a port. Customers can request these by text, through their online account, or by speaking to their existing provider over the phone.
Which was a step up from the earlier commercially derived position of 'sure you can switch providers, please show up in person to our office in the Outer Hebrides, anytime between the hours of 1am and 2am on 29 February and we will be more than happy to help you out'.