mVAS

mVAS — Mobile Value Added Services — are subscription-style mobile offers billed through the user's carrier: content portals, games, horoscopes, video services charged daily or weekly to the phone balance. The vertical monetizes users without cards or banking apps, which keeps it strong across Africa, Southeast Asia, LatAm and the Middle East.

For buyers, mVAS is a volume game with modest payouts per subscription but simple conversion flows — often just a couple of taps. Campaigns are built per carrier and per flow, with mobile-data targeting mandatory for direct billing. Watch the advertiser's quality KPIs closely: carriers police complaint and churn rates, and traffic that subscribes users too aggressively gets clawed back or banned at the source.