Philippine telco Smart unveils world’s first direct billing service for App Store and iTunes

Filipinos subscribed to Smart Communications will no longer need credit cards to buy apps, games, books, magazines, music, and movies for their Apple devices.

The Philippines’ leading mobile operator announced today a first in the world: “Pay-With-Mobile”, a direct carrier billing service for app, in-app, and digital content downloads from the App Store or iTunes.

This means its users may now charge purchases for their Apple devices to their monthly bills or pay for these using their available prepaid credit.

“Smart understands that not everyone owns a credit card, but that shouldn’t stop people from realizing the full potential of their mobile devices. This is why we have worked hard to bring this groundbreaking service to Filipino users, which we believe will further revolutionize the way they enjoy their favorite lifestyle apps and content on their devices,” said Charles Lim, executive vice president and Wireless Consumer Division head at Smart.

Subscribers need to sign up for a “Pay-With-Mobile” number, which they can use exclusively with their Apple accounts.

The service will begin rolling out on February 16, and will be fully available by February 18. It will be initially offered to subscribers of two Smart mobile brands – Smart and Talk ’N Text – then to Sun Cellular users later on.

Easy, convenient, and direct


To get started, users need to register by texting REG to 4949. They will receive their “Pay-With-Mobile” number and other pertinent account details. Once ready, users can go to the Apple ID Account Settings page on iTunes or the App Store, select “MasterCard” as their payment option, and enter the number and other details on corresponding fields.

Once the card number is associated with the account, users can already purchase all the apps, games, movies, and music on their phones, as well as make in-app purchases within freemium apps. For every successful transaction, subscribers will receive an SMS notification to inform them of the purchase. A 15 percent premium will be charged on top of the published App Store and iTunes rates to account for value-added tax and foreign exchange rate difference in dollars.

Smart also offers direct carrier billing to Android users for purchases in Google Play.

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