In today's world, where mobile-first has become the standard rather than a fad, Mobile Value-Added Services (mVAS) are changing the way brands connect with customers, make money, and expand. If you're in marketing and want to keep up with the competition in 2025, you need to know about mVAS. It's not just a nice-to-have; it's a must-have.

This guide explains what mVAS is, why it's important in 2025, and how you can make the most of it.

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mVAS (Mobile Value-Added Services) means any mobile service provided beyond basic voice calls and SMS. These services aim to boost value for users and include entertainment, utility, and infotainment features.

Here are some common mVAS examples:

• Ringtones & caller tunes
• Mobile games & apps
• SMS alerts & notifications
• Mobile learning (m-learning)
• Health & wellness services
• Mobile video streaming & music
• Astrology, news, and updates via SMS or apps

Telecom operators often bundle these services, or third-party content providers offer them. They can make money through subscriptions, one-time fees, or advertising revenue.

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The number of mobile users has skyrocketed, with predictions showing over 7.5 billion mobile subscriptions worldwide by 2025. This surge in mobile use has created a huge demand for content tailored to individual needs, easy access, and on-the-move entertainment. mVAS steps in to meet these needs.

Here's why mVAS matters to marketers this year:

1. Fresh Ways to Make Money: Phone companies, people who make apps, and marketers are cashing in on mVAS through profitable subscriptions, tiny payments, and ads in countries still growing their economies.
   
2. Connect Where Regular Ads Can't: In places where not many people have smartphones or the internet isn't great, mVAS (like sending content through text messages) becomes a reliable way to reach users.
   
3. Tailor-Made User Interaction: mVAS gathers info on how users behave (when they say it's okay), letting marketers customise their offers, suggest things, and write messages that fit each person. This helps keep customers and sell more stuff.
   
4. Easy to Grow and Adapt: mVAS can be tweaked for specific areas (like horoscopes or news in local languages), making it simple to spread across different regions.
   

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Whether you’re in telecom, media, affiliate marketing, or direct-to-consumer products, here’s how you can integrate mVAS into your marketing strategy:

1. Partner with mVAS Aggregators: Work with mVAS aggregators who connect content providers with telecom operators. This can fast-track your content/services into mobile plans.
2. Use Affiliate Marketing to Drive Subscriptions: mVAS is becoming a hot niche in affiliate marketing. Marketers are driving traffic to subscription-based services and earning commissions.
3. Target Emerging Markets: Countries in Asia, Africa, and Latin America have shown massive adoption of mVAS due to mobile-first behaviour and limited broadband access.
4. Leverage Direct Carrier Billing (DCB) DCB allows users to pay via mobile balance. Promote low-barrier subscription models where users don’t need a credit card to convert.
5. Offer Tiered Content: Use freemium models. Provide free basic content and lock premium features behind a micro-subscription.

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With growing adoption comes responsibility. Ensure all campaigns:

• Have clear opt-ins and opt-outs
• Follow regional telecom regulations
• Use anti-fraud tools to avoid misleading ads or fake clicks

Platforms like Offershub help marketers track, manage, and secure mVAS campaigns across multiple channels, ensuring clean traffic and verified conversions.

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Absolutely. mVAS is no longer just about ringtones and horoscopes. It’s a multi-billion dollar ecosystem connecting brands, users, and mobile technology. For marketers, it offers rich engagement, new revenue streams, and wide accessibility.

Whether you're a performance marketer, brand strategist, or content provider, mVAS is where real time mobile monetisation lives in 2025.

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Start tracking, optimising, and scaling your mobile offers today with solutions like Offershub, built for performance-driven affiliate and mVAS marketers.