Mobile Value-Added Services (mVAS) have quietly become one of the most profitable verticals in affiliate marketing. In 2026, this trend is accelerating. The Direct Carrier Billing (DCB) market is projected to hit $32.10 billion this year alone, with a trajectory toward $67 billion by 2032. For affiliates looking for high conversions, low competition, and instant monetization — mVAS is the place to be.
In this article, we break down the key mVAS trends shaping 2026 and explain how you can capitalize on them.
What Is mVAS and Why Does It Matter?
mVAS stands for mobile Value-Added Services — digital subscriptions that users pay for directly through their mobile phone bill via Direct Carrier Billing (DCB). Instead of entering credit card details, users simply confirm via a PIN code, SMS, or a single click. The service charges appear on their phone bill.
This covers a wide range of content types:
- Mobile games and entertainment
- Dating and social platforms
- Sports scores and live updates
- Horoscopes, wallpapers, ringtones
- Education and lifestyle content
- Antivirus and utility apps
The beauty of mVAS lies in its simplicity: no forms, no credit cards, no friction. A user clicks, confirms, and the subscription is active. This frictionless flow drives conversion rates that other verticals can only dream of.
Trend #1: The DCB Market Is Booming
Direct Carrier Billing is the backbone of mVAS, and the numbers speak for themselves. The global DCB market was valued at $28.53 billion in 2025 and is expected to grow at a 13.06% CAGR through 2032. Asia Pacific alone commands 38% of the market share, driven by massive smartphone adoption and digital economy expansion.
What’s driving this growth?
- Financial inclusion — billions of unbanked users in developing markets can access digital services through DCB
- Smartphone penetration — 4.6+ billion mobile internet users worldwide
- Subscription economy shift — consumers increasingly prefer subscription-based access over one-time purchases
- Regulatory support — governments in emerging markets are encouraging digital payment infrastructure
For affiliates, this means a rapidly expanding addressable market with more carriers, more offers, and more opportunities every quarter.
Trend #2: Untapped GEOs Are the Real Gold Mine
While most affiliate verticals are oversaturated in Tier-1 countries, mVAS thrives in regions where traditional payment methods are limited. The hottest GEOs for mVAS in 2026 include:
Africa
Sub-Saharan Africa has crossed 50% smartphone penetration, and the lack of widespread banking infrastructure makes DCB the default payment method for digital content. Nigeria, Egypt, South Africa, Kenya, and Ghana are leading markets. Traffic costs remain extremely low, while conversion rates are high.
MENA (Middle East & North Africa)
GCC countries (Saudi Arabia, UAE, Qatar) have mobile internet usage exceeding 90%. The combination of high purchasing power and strong carrier infrastructure makes MENA a premium mVAS region. Offers here often have higher payouts compared to other Tier-2/3 regions.
Southeast Asia
Indonesia, Vietnam, Philippines, Bangladesh, and India remain powerhouse GEOs. India alone has over 750 million smartphone users, and the competition for mVAS traffic is still remarkably low compared to e-commerce or finance verticals.
Latin America
Brazil, Mexico, Colombia, and Argentina are emerging as strong mVAS markets. Mobile-first internet usage and growing carrier partnerships are opening new opportunities.
Trend #3: AI-Powered Campaign Optimization
2026 is the year AI becomes mainstream in mVAS campaign management. Here’s how affiliates are leveraging it:
- Automated bid optimization — AI algorithms adjust bids in real-time based on conversion probability, reducing wasted spend
- Creative generation — AI tools generate and A/B test ad creatives at scale, finding winning combinations faster
- Fraud detection — Machine learning models identify suspicious traffic patterns before they impact your ROI
- Audience segmentation — AI analyzes user behavior to create micro-segments for more precise targeting
- Predictive analytics — Models predict which GEO/offer combinations will perform best before you spend a dollar
Networks and ad platforms are embedding these capabilities directly into their dashboards. If you’re not using AI-assisted optimization in 2026, you’re leaving money on the table.
Trend #4: Push Notifications and Pop Ads Dominate Traffic
The best-performing traffic sources for mVAS in 2026 remain push notifications and pop ads. These formats work exceptionally well because:
- Push ads target users who opted in, resulting in higher engagement and conversion rates
- Pop ads offer massive reach at the lowest CPMs in the industry
- Social Bar formats (pioneered by Adsterra) blend native ad aesthetics with push-like engagement
Real-world case studies consistently show 100-200%+ ROI with mVAS offers on these traffic sources. One notable example achieved 146% ROI with a 6.7% conversion rate targeting Tier-3 GEOs with push traffic.
Top ad networks for mVAS traffic in 2026:
- PropellerAds — 250+ billion monthly push impressions, massive scale
- RollerAds — built-in spy tools and auto-creative generation
- Adsterra — industry-leading Social Bar format
- RichAds — advanced targeting with push and direct click
- HilltopAds — cost-effective pop traffic with strong mVAS performance
Trend #5: Revenue Models Are Evolving
The traditional CPA (Cost per Acquisition) model still works, but 2026 is seeing a shift toward hybrid and RevShare models:
- CPA — fixed payout per confirmed subscription. Simple, predictable, great for beginners
- CPS (Cost per Sale) — ongoing revenue share from subscription renewals. Higher long-term earnings for quality traffic
- Hybrid — upfront CPA + smaller RevShare. Balances immediate income with residual revenue
- SmartCPA — dynamic payouts based on traffic quality metrics, rewarding affiliates who deliver engaged users
The trend toward RevShare and hybrid models reflects carriers’ and advertisers’ emphasis on traffic quality over volume. Affiliates who send engaged, retaining users earn significantly more over time.
Trend #6: Compliance and Transparency Matter More Than Ever
The mVAS industry has matured significantly. In 2026, carriers and regulators demand:
- Clear opt-in flows — users must explicitly confirm subscriptions (no dark patterns)
- Transparent pricing — subscription costs must be clearly displayed before confirmation
- Easy opt-out — unsubscribe mechanisms must be simple and accessible
- Traffic quality monitoring — carriers actively block sources with high complaint rates
This is actually good news for legitimate affiliates. Stricter compliance weeds out bad actors and creates a more stable, sustainable ecosystem. Networks like Affiliate Dragons enforce these standards to protect both affiliates and advertisers.
Trend #7: Mobile Wallets and Fintech Integration
DCB is expanding beyond traditional carrier billing into mobile wallet integrations. Services like M-Pesa in Africa, GCash in the Philippines, and OVO in Indonesia are becoming additional payment rails for mVAS offers.
This means:
- Broader reach beyond carrier subscribers
- Additional payment options increase conversion rates
- New GEOs become viable as mobile wallet penetration grows
The convergence of DCB and mobile wallets is creating a unified mobile payment ecosystem that benefits the entire mVAS value chain.
How to Get Started with mVAS in 2026
If you’re new to mVAS or looking to scale your existing campaigns, here’s a practical roadmap:
- Choose a reliable CPA network — look for networks with direct carrier relationships, real-time tracking, and dedicated mVAS managers. Affiliate Dragons specializes in mVAS offers across 50+ GEOs
- Start with proven GEOs — begin with Tier-3 countries (South Africa, Egypt, Indonesia) where traffic is cheap and conversion rates are high
- Use push or pop traffic — these formats have the best ROI for mVAS. Start with $100-200 test budgets
- Test multiple offers simultaneously — run 3-5 offers across 2-3 GEOs to find winning combinations
- Optimize with data — use AI tools and tracker data to cut losing placements and scale winners
- Scale gradually — once you find a profitable campaign, increase budgets by 20-30% daily while monitoring metrics
The Bottom Line
mVAS in 2026 is not just a trend — it’s a structural shift in how billions of people pay for digital content. With a $32+ billion DCB market, AI-driven optimization, expanding GEOs, and evolving revenue models, this vertical offers unmatched opportunities for affiliates at every level.
The window of low competition won’t last forever. As more affiliates discover mVAS, the early movers will have the strongest carrier relationships, the best-optimized campaigns, and the most profitable positions.
Ready to start? Sign up with Affiliate Dragons and get access to premium mVAS offers across 50+ countries with dedicated support and real-time tracking.
