What is mobile VAS and how to launch a service

What mobile VAS is

Mobile value-added services (VAS) are services that run on top of basic voice and data, usually delivered over the operator's network and billed to the subscriber. Examples include caller ring-back tones, subscription content, games and interactive services.

Common types of VAS

• Caller ring-back tones. Subscribers choose the song or message callers hear instead of a ringing tone.
• Subscriptions. Daily, weekly or monthly access to content such as news, sport, music or education.
• Mobile content. Games, video, audio and other downloadable or streamed content.
• Interactive services. Quizzes, polls and competitions over SMS or USSD.
• Gaming. Casual and mobile games sold through operator billing.

How a VAS service reaches customers

A service is usually promoted through adverts, SMS, short codes or USSD menus. The customer opts in, the service is delivered, and the charge is made through the operator, often with direct carrier billing. That removes the need for a card or bank account, which matters in markets where many customers do not have one.

What you need to launch

• A clear service and audience. Know what the customer gets and why they would pay for it.
• Content or an application. Your own, or licensed from a content partner.
• Access to operators. Connectivity, billing and approvals with the operators you want to reach.
• A way to reach customers. A short code, USSD code or both.
• Billing and reporting. Accurate charging, reconciliation and reporting.
• Customer care. A way for customers to ask questions and unsubscribe.

Consumer protection

Subscription services are regulated, and operators and regulators expect clear pricing, explicit consent and an easy way to unsubscribe. State the price and billing frequency before the customer agrees, confirm the subscription by message, and make stopping simple. Services that skip these steps risk complaints, blocked campaigns and loss of operator access.

VAS with Ruach

Ruach supports content providers and businesses with caller ring-back tones, subscription services, mobile content, gaming and interactive services, supported by direct carrier billing and our own USSD gateway. See mobile VAS, direct carrier billing and talk to us about launching a service.

Frequently asked questions

What does VAS stand for?

VAS stands for value-added services: additional services offered on top of core voice and data.

Do I need a licence to launch a VAS service?

Requirements depend on the market and the service. Operators and regulators have their own rules, and a partner can help you understand what applies in each country.

How do customers pay for VAS?

Most often through the operator, by direct carrier billing or airtime, so no card is needed.

Can I run a VAS service across several countries?

Yes, but each market has its own operators, approvals and rules. A partner with multi-market connectivity can simplify that.