Introduction
mVAS (mobile Value-Added Services) are paid mobile services (content subscriptions, entertainment services, etc.) for which the user pays directly through their mobile operator account. A conversion flow is the path a user takes from clicking an advertisement to subscribing and having the payment charged to their account. There are several types of mVAS flows that differ in the number of confirmation steps and the billing method. In this article, we will review the main types of flows — from One-Click to PIN-submit and Click2SMS — analyze their advantages and disadvantages, and compare the popularity of different schemes across regions (MENA, LATAM, Europe). In addition, we will discuss risks (refunds, bans, regulatory restrictions) when working with various flows and provide recommendations for choosing the optimal approach depending on conditions.
Main Types of mVAS Flows
1-Click Flow
Description:
The simplest subscription path is One-Click. A user only needs to click once on a banner or button on the landing page, after which the subscription is activated instantly[4]. No additional screens or confirmations are required — by clicking, the user effectively agrees to the paid subscription, and the payment is charged to their mobile account[5]. After that, the subscriber receives an SMS notification about the service activation, and access to the content is granted.
Advantages:
- Maximum simplicity for the user. Minimal friction leads to the highest conversion rate, as only one click is required[4]. This benefits webmasters because more subscriptions are generated with the same traffic volume.
- Fast payment flow. Such offers typically have minimal hold periods: partners receive payouts for conversions faster compared to more complex flows[6].
Disadvantages:
- Risk of accidental subscriptions. Without additional confirmation, there is a high likelihood that some users will subscribe unintentionally. This results in a high percentage of quick cancellations and complaints. To reduce claims, payouts for 1-click offers are usually lower (compensating for the high conversion rate).
- Limited applicability. In most developed countries (Tier-1/2), such flows are prohibited by regulations or operators due to double consent and consumer protection requirements. One-Click remains primarily a feature of less regulated markets.
2-Click Flow
Description:
A slightly more friction-heavy option is Two-Click. The user first clicks on an advertisement or button, then sees an intermediate page requesting confirmation of the subscription. They must click again (“Confirm”/“Agree”), and only then is the service activated. Another variation involves the first click leading to an informational landing page and the second to the billing page for final confirmation. Thus, the 2-click flow includes two consent steps.
Advantages:
- Still simple and fast. Despite the additional step, the 2-click flow remains fairly easy for the user (much simpler than entering a phone number or PIN). Conversion is only slightly lower than with 1-click, while user awareness is higher.
- Fewer accidental subscriptions. The confirmation screen displays tariffs and conditions, reducing unwanted subscriptions and subsequent complaints.
Disadvantages:
- Claims are still possible. Although 2-click reduces errors, it is still considered Single Opt-In. In some markets, regulators require Double Opt-In, so 2-click flows may be deemed insufficiently secure.
- An extra step may filter out some users. A small percentage of traffic is lost between the first and second screens (some users change their minds or do not wait for the page to load). However, the drop-off is usually minor.
PIN-submit (PIN Code Confirmation)
Description:
PIN-submit is a classic example of Double Opt-In: the subscription is confirmed by entering a one-time PIN received via SMS. The flow works as follows: the user clicks on an advertisement and lands on a page with a form. If they are using mobile internet, their number may be automatically detected via Header Enrichment and inserted into the form[14]. The user then presses “Get code,” receives an SMS with a short PIN (usually 4–6 digits), enters it on the page, and clicks “Confirm.” After correct entry, the subscription is activated.
If automatic number detection is unavailable (for example, when using Wi-Fi), a Wi-Fi PIN submit is used: the user manually enters their phone number, requests the code, receives it via SMS, and enters it back on the site.
Advantages:
- High-quality subscriptions. Double Opt-In ensures that the user intentionally subscribed because it requires an active step (entering the PIN). This practically eliminates accidental or fraudulently imposed subscriptions. Complaints and refunds are minimal.
- Broad regulatory approval. In most countries, PIN flows meet informed consent requirements. Operators often insist on PIN as a mandatory step for paid subscriptions, especially in Tier-1 regions. Therefore, such offers are available almost everywhere and are considered the most compliant.
Disadvantages:
- More steps mean lower conversion. This is the longest flow for the user: they must wait for the SMS, switch to messages, read the PIN, return to the site, and enter the code. Each step loses part of the audience. As a result, the conversion rate is lower than with one-click flows.
- Dependence on SMS delivery. If the code is delayed or not delivered, conversions are lost. Poor connectivity or overloaded SMS gateways can become problematic. Some users may also have paid SMS blocking. All of this introduces technical risks.
Click2SMS (Premium SMS, MT/MO Flow)
Description:
Click2SMS is a subscription flow via sending an SMS from the user’s phone. After clicking an advertisement, the device opens the default messaging application with pre-filled text and recipient number (a short operator number). The user presses “Send,” generating a Mobile Originated (MO) SMS that confirms the subscription. Typically, an incoming SMS (Mobile Terminated, MT) follows with a PIN code or confirmation, activating the service.
Variations:
- MO flow: The user sends a keyword to a short number (for example, “YES” or a service code). This is often required where auto-filled SMS is prohibited.
- MT flow: The user enters their number on a site and receives an SMS with a PIN or confirmation request. Essentially a variation of PIN-submit.
Advantages:
- Works even on Wi-Fi. Unlike direct billing, Click2SMS does not require mobile internet – only a SIM card and SMS capability[24].
- Deep user engagement. Because the user actively sends a message or enters a PIN, confirmed conversions have minimal cancellation risk. Such leads are valued higher, and payouts are usually greater than for 1-click conversions.
Disadvantages:
- Complex and lengthy process. Users must switch to SMS, understand the message, and sometimes pay for sending it. Many are discouraged, resulting in lower conversion than web-click flows[9].
- Dependence on SMS services. If short numbers are unavailable or messages fail, subscriptions collapse. Operator rules for Premium SMS also vary, complicating campaign launches.
Billing Page Flow (Operator page)
Description:
After clicking “Subscribe,” the user is redirected to the operator’s official payment page or an embedded iframe. It displays service details, pricing, and an operator consent button. The final step occurs on the operator’s side rather than a third-party landing page[26].
Advantages:
- Increased trust and transparency. Seeing a familiar operator page builds confidence. Terms are displayed officially, reducing disputes.
- Compliance with operator requirements. Many European operators mandate their payment pages for Direct Carrier Billing subscriptions.
Disadvantages:
- Additional redirect. Extra loading time can slightly reduce conversion.
- Limited customization. Operator pages are standardized and harder to optimize for marketing.
USSD Flow
Description:
USSD confirmations involve instant command dialogs on the phone. The user clicks an advertisement, is redirected to a page simulating dialing a USSD code, presses a number (for example, “Press 1 to confirm”), and the operator processes the request. Funds are deducted, and the subscription is activated.
Advantages:
- No SMS or internet required. Works via telecom signaling channels.
- High security. The user initiates the request directly.
Disadvantages:
- Country-specific. Mostly used in Kenya and parts of Africa.
- Limited interface. Text-only menus may reduce engagement.
Comparison of Flows by Region (MENA, LATAM, Europe)
Why are flows distributed this way?
- MENA: Strong regulatory and operator control requires double confirmation (PIN or SMS), making PIN flows dominant[31][16]. One-click is seen as too risky.
- LATAM: The carrier billing market is relatively new and still evolving[36]. Some countries allow simplified flows, but operators increasingly introduce PIN and Double Opt-In to build trust[32].
- Europe: Experienced a mobile subscription boom and crisis in the 2010s, resulting in strict consumer protection rules. Double confirmation is mandatory, often via PIN or branded protocols.
Risks and Issues Across Flows
- High churn and refunds with simpler flows due to impulsive subscriptions.
- Operator bans if complaint levels rise[37].
- Regulatory penalties including forced refunds and fines.
- Fraud risks such as clickjacking or malware-based subscriptions.
- Advertising network restrictions: Platforms like Facebook and Google Ads often reject 1-click flows as potentially deceptive.
Conclusion:
High-risk flows involve minimal user engagement (1-click). Safer options — PIN and SMS — produce fewer but more reliable conversions.
Regulation and Requirements by Region
MENA
Strong operator oversight, mandatory confirmations, service pre-certification, cultural content restrictions, and pricing limits[45].
LATAM
Regulation is expanding. Brazil introduced a double opt-in mandate after scandals. Operators require service registration and monitor complaints.
Europe
The strictest standards emphasize transparency, dual confirmation, billing gateways, spending limits, and GDPR compliance with stored consent logs.
Recommendations for Choosing a Flow
- Follow market requirements. Use PIN where mandated[11][18].
- Match the flow to traffic quality. Simple flows suit broad traffic; PIN suits targeted or premium services.
- Analyze the balance between conversion rate and payout. Higher conversion often means lower payout and vice versa[9].
- Stay compliant and transparent. Avoid automation tricks that trigger fraud detection[40].
- Consider audience habits. Align flows with local user behavior.
Final Thought:
mVAS is a vertical of opportunity but also responsibility. Choosing and implementing the right flow in the correct region can deliver excellent results — simple flows in Africa, high-quality PIN subscriptions in MENA, and fully compliant niche services in Europe. Experiment, but always respect local rules to build a sustainable mobile subscription business.
