I saw the advert for this last night, and I assume it's a profitable way to raise funds. But as I understand it, being one of the main charities supporting AIDS sufferers, one of the major remits of the THT is to challenge the notion that AIDS is a gay disease. This service, however, just reinforces that idea.
I don't know what 3 letter word they could have used instead, but I'm just wary of the THT doing something that identifies them as a service for the gay community only. They do fantastic work, and help people regardless of how they contracted the disease, and no one should ever feel shut off from their service because they think they're the wrong sexual orientation.
So AIBU and overthinking this? Should I just be pleased they've found a good source of revenue to support their work and a 3 letter word that makes it easy for people to remember the number?