Actually, VF wasn't the first to launch handset recycling. Nokia has been doing it since Oct, 2009 http://mea.nokia.com/appmanager/UnitedArabEmiratesEnglishNOKIA_MEA_EN_31...
Although they didn't widely publicize it, it exists.

Simply:

Nokia, VF and Emax have handset recycling programmes.

Qtel has the first e-waste recycling programme (handsets plus all other e-waste). Note: The amount of other e-waste is significantly more than that of handsets only.