Ad budgets drain fast, and new subscription rules make promoting mVAS in 2026 harder without a clear strategy. This article breaks down up-to-date funnels, proven traffic sources, and regulatory requirements that help protect and scale ROI. You’ll also see a real mVAS case study with strong profitability.
mVAS is a broad vertical in affiliate marketing marked by its mobile-driven nature. mVAS offers can work wonders whether it’s Tier 1 or Tier 3 GEOs, provided you approach them right.
It’s time to explain the promotional nuances of mVAS, what makes it unique among the verticals, and what to expect in the following years. Top it all with a dedicated case study, and you have a good reason to check out the following article.
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Definition of mVAS
Value Added Services (VAS) is a broad term used in the telecommunications industry to unite every non-core service, i.e., beyond voice calls and faxes. Theoretically, VAS can apply to all kinds of industries, but traditionally, it refers to mobile services (mVAS), including but not limited to: ringtones, mobile payment services (mCommerce), online games, mobile ads (Banners, SMS, Push Notifications, Email, etc.), location-based apps, voicemail box, infotainment (soft news).
mVAS is all about improving the user experience (UX) when using gadgets, encouraging users to stay online longer, and increasing mobile carriers’ monthly bills per user. Sometimes, mVAS can be labeled as PIN Submit.
Although both usually charge the user on a recurring subscription basis, mVAS tends to have a more straightforward target action (SOI or DOI), while PIN Submit requires more steps to convert the user.
At first glance, it might seem like mVAS is no different from software, but the latter has a broader selection of billing models. Plus, software offers usually require the user to install an app or program, while for mVAS, a subscription will suffice.
Before getting to the vertical and its offers, we need to talk about the latest changes in legislation, which will influence the development of mVAS.
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Changes in Subscription
The Federal Trade Commission (FTC) finalized Click-to-Cancel on October 16, 2024, and the law became effective on January 14. Businesses have a transition period until May 14, 2025, to comply.
The law aims to protect American consumers and enable quick and transparent opting out of recurring subscriptions, similar to how single opt-in works but in reverse. Since the US is one of the largest GEOs, we can expect other countries to follow soon.
mVAS providers must include a simplified cancellation procedure so that users can opt out using the same medium they used to subscribe. Providers will also have to disclose how to unsubscribe right away. While it might seem like a setback for advertisers, remember that HilltopAds is against all forms of fraud. We expect Click-to-Cancel to increase the quality of traffic and improve user confidence, leading to higher and more conscientious engagement.
Don’t miss our mVAS video made in collaboration with Mobidea – packed with insights and practical tips.
mVAS Common Funnels
mVAS offers have about five types of conversion flows, which differ in terms of subscription complexity and some technological nuances.
One-click flow:
A single click on a pre-lander or banner button confirms the subscription and subsequent billing.
Two-click flow:
t’s not precisely DOI because instead of confirming the email after clicking on an ad, the user might be required to click again on the offer page to verify their subscription.
Click2SMS:
The user can confirm their subscription with a personal SMS, whether MO or MT.
- Mobile Originated: A type of Click2SMS confirmation where the user sends an SMS to a particular number, address, app, or any platform.
- Mobile Terminated: In this scenario, the user receives an SMS requiring an answer with confirmation, e.g., in the form of a particular word.
PIN Submit:
Even though we’ve said these are separate entities earlier, PIN Submits are sometimes treated as a part of mVAS. In this funnel, users must enter their credit card data and PIN to opt for a service in this funnel.
USSD:
Used in mobile banking, networking configuration, education, and other fields, Unstructured Supplementary Service Data (USSD) is a real-time communication protocol different from SMS’s store-and-forward mechanism. Users see an ad, click on it, and are redirected to a landing page, where they ought to enter a secret code to confirm their subscription.
In 2023, there were almost 8.9 billion mobile subscriptions – more than the number of people worldwide in 2025. Previous years also suggest that the popularity of mVAS is on the rise, so promoting mVAS offers is worth it.
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Benefits of Running mVAS Offers
However, if you still have your doubts and want more tangible proof, let’s review the advantages of running an mVAS offer and then highlight one of our case studies related to this vertical.
Variability of ad formats
mVAS offers are hindered only by mobile-only design, which is the most significant share of traffic anyway. In terms of ad formats, you can choose from SMS, social media, email, PPC, and even in-app ads.
Variability of offers
mVAS can be based on both mainstream and adult verticals. It’s a very broad vertical with many niches, so you have many options to specialize in. Specifically, you can promote Games, Music libraries, Video streaming services, Utilities, eCommerce products, Dating, and more.
Short or non-existent holds
Since the money for subscription is usually charged immediately, advertisers tend to pay out commissions relatively quickly. Moreover, quick charges are fraud-proof since bots or deceived users don’t spend money.
Simplified workflow
It’s not a Sweepstakes, but mVAS also has a straightforward advantage for users – enhancing their experience with their gadget. Long story short, persuading users that they need the product you’re promoting is relatively simpler.
Simplified and accelerated tests
Thanks to their straightforward utility, mVAS products are easier to test. If they don’t convert right away, then either the offer is bleak or the funnel malfunctions.
Remember that Tier 1 GEOs are obsessed with data protection, so one-click flows are a no-go. Also, remember that mVAS products are notorious for high churn rates because users don’t lose much from subscribing and unsubscribing here and there.
Read our latest article on how to calculate CPM correctly:
Things to Consider When Picking an mVAS
mVAS is similar in approaches to other verticals – after all, it has many niches, such as games, horoscopes, and utilities. When picking an offer, the most important things to consider are:
Quality of the offer
You can verify it by trying out the product and, ideally, walking through the funnel yourself.
Quality of traffic
Testing the sources is crucial to lowering your lead acquisition costs. Considering the fierce competition in the mVAS market, you need to ensure you get your leads affordably.
Campaign settings
These include targeting settings, funnel design, pre-lander (if necessary), and the offer page – they all have to synergize. Pay attention to your traffic sources, too, as running an adult mVAS for mainstream channels can harm your conversions.
Level of competition
This is especially true if you begin your affiliate journey in mVAS, as established media buying teams have the experience and budgets to exhaust the newcomers. Try to find a niche with high user demand and low supply, even if it means opting for lower payout rates (LATAM, African countries, Tier 2, and Tier 3 might be your best bet).
If you don’t know where to look for the offers, consider finding either mobile-oriented affiliate networks or jack-of-all-trades, like Mobidea, Zeydoo, and Golden Goose. You can also browse the Offervault offers, but this website doesn’t have a dedicated category of mVAS (as of February 2025). Finally, you can explore performance marketing conferences, e.g., Affiliate World, and search for affiliate networks there.
Theoretically, mVAS should convert like a messiah, but does it? Let’s take a look at a case study from our media buying team next to see the benefits of mVAS under the right approach.
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mVAS Case Study with 207% ROI for Tier-3
mVAS is a universal vertical as long as your GEO of choice has widespread internet coverage and mobiles are common. Does it sound like Tier 1 and maybe Tier 2? Perhaps, but you might be surprised that Tier 3 can convert just as well with the right approach.
In January 2025, we launched a campaign for Uzbekistan 🇺🇿, a country with an average user age 26.5. Moreover, 96% of the users there have access to the internet, and 19 million people use mobiles to access it. Android OS dominates the local market, enjoying almost 90% of the audience share. Another important note is that males make up the majority of online users there, justifying our choice of non-mainstream traffic.
Since we’re talking about mVAS, we limited our traffic preferences to mobile-only. The rest of the settings were as follows:
Offer: Carrier UZTELECOM
GEO: UZ (Uzbekistan)
Traffic: Non-Mainstream High and Medium Activity
Ad Format: Popunder mobile
Ad campaign period: 4 January–10 January
Revenue: $149.8
ROI: 207%
We spent $48.8 and profited $149.8, resulting in a net income of $101. Suggestive creatives work great in Uzbekistan, as the audience is young and predominantly male – that’s what we meant by “the right approach.” Refer to our case study to see all the details:
Conclusion
mVAS products can convert well, especially in emerging markets. Nonetheless, such offers work for both Tier 1 and Tier 3 because smartphones are common nowadays, and people are looking for ways to improve their browsing experience.
Subscription services provide users with premium access and exclusive benefits, provided the product itself is made right. Make sure to check it before opting for the offer. And remember, HilltopAds is here to help you start making revenue, so register and contact us if you need help. Drop by at the upcoming conferences to talk in person and get to know each other better.