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Yeah, you show the check-in staff the SMS on your phone and they ask that you turn the phone off per the usual regs once on the a/c. I wonder what happens if someone disputes your seat and your stuck trying to turn your phone back on. It's almost comical thinking of the FA telling you to turn off the phone at the same time.
I also notice that it is only applicable for SYD-MEL beween 6 & 10 AM.