Everyone be it government or the general public are helping those in Jammu & Kashmir. The first telecom company to help the people of Jammu & Kashmir was Aircel and many others followed after that which includes BSNL.
A different thing which BSNL have done is that it is not only providing free calls and SMS to users in Jammu & Kashmir but in the whole of North India who have traveled to Jammu & Kashmir for relief and the rescue operations.
This free service started on the 11th September and will be available for 10 days from the launch date.