In affiliate marketing and mVAS (Mobile Value Added Services), you have certainly heard the phrases “is HE available?” or “detection is done via Header Enrichment.” If you thought about headers in Excel at that moment—this article is for you! 😄
🧩 What is Header Enrichment?
Header Enrichment (HE) is a technology mobile operators use to transmit user data (primarily the phone number, MSISDN) through special HTTP headers when a user accesses a website via mobile internet.
📲 Simply put: When a user opens a landing page using the mobile network (3G/4G), the operator “hints” to the system who the user is. This allows the subscription to go through in one click, without requiring an SMS, a PIN code, or manual number entry.
The popular 1-click flow—where the user simply taps “OK” and is subscribed—is made possible precisely by HE.
⚙️ How It Works
- The user accesses the offer landing page via mobile internet (not Wi-Fi).
- The mobile operator adds parameters to the HTTP header requests, for example, X-MSISDN (the phone number).
- The subscription server receives this data and immediately identifies the user.
- Automatic authorization and subscription occur—quickly and without friction.
💡 Think of it as an “automatic login,” but through a SIM card rather than Facebook.
🚀 Why It’s Crucial in mVAS
For mVAS subscriptions, speed and convenience are key. The fewer steps involved, the higher the Conversion Rate (CR). Header Enrichment solves several problems at once:
- 🔹 Increases CR — the user doesn’t enter the number or wait for an SMS.
- 🔹 Reduces drop-off — the process is instant, giving users less chance to change their mind.
- 🔹 Aids in anti-fraud — the operator knows exactly which device the request came from.
- 🔹 Simplifies tracking and analytics — statistics can be viewed by MSISDN for precise optimization.
If an operator in a specific GEO supports HE, it is the gold standard of mVAS: such traffic converts better, and users subscribe faster.
⚠️ When Header Enrichment Doesn’t Work
Header Enrichment only works when connected to the mobile network. If the user is on Wi-Fi, the operator cannot “inject” the data, and the subscription reverts to the standard PIN flow (requiring confirmation).
That is why landing pages often use a Wi-Fi cut—an offer to turn off Wi-Fi and reload the page using mobile data. For example: “Please turn off Wi-Fi to continue.”
🌍 Where It is Most Often Used
The technology is common in regions where mobile subscriptions and Direct Carrier Billing (DCB) are actively growing:
🇹🇭 Thailand 🇸🇦 Saudi Arabia 🇦🇪 UAE 🇮🇩 Indonesia 🇨🇴 Colombia 🇧🇷 Brazil
In these countries, operators themselves are interested in mVAS and, therefore, support Header Enrichment on almost all portals.
🤝 Why It Matters for Affiliate Dragons
We work directly with operators and use our own shortcodes and HE integrations. This allows our offers to show the best CR and Retention rates, especially in GEOs where users are accustomed to “automatic subscription.”
If HE is available—the offer flies. If not—we prepare the PIN flow and wait for the SMS. 😅
🔚 Conclusion
Header Enrichment is not just a technical term; it is a key element of success in mVAS. It transforms the long path involving SMS and number entry into an instantaneous conversion, and for an affiliate marketer—into a stable ROI gain.
If you work with mVAS, always ask your manager: “Does the GEO have Header Enrichment support?”
Because sometimes, one little X-MSISDN decides whether your bundle will be a rocket launch. 🚀
🐉 Want to Test HE Offers?
Register with Affiliate Dragons – https://affdragons.com/sign-up, and we will provide you with offers with active Header Enrichment for the best GEOs: Thailand, UAE, Saudi Arabia, Indonesia, and LATAM.
📩 Write to your manager or leave an application—we will connect you to offers that truly convert.
