It's per day, you can activate,deactivate, reactivate any time when ever you want durin this period like you can activate it for a day like on match day..
You can deactivate through app & can give missed call on above numbers to reactivate again on next match day or as you need.. Initially you will be charge for 30 days on account but once you deactivates only 2.36 paise for a day will be deducted & remainin will be credited to account..