The direct carrier billing (DCB) market in the MENA (Middle East and North Africa) region has seen significant growth in recent years, driven by rising smartphone penetration, a young and tech-savvy population, and limited access to traditional banking services. DCB allows users to pay for digital goods and services (such as apps, streaming, and gaming) directly through their mobile carrier bills, making it highly popular in regions with low credit card usage.
Mobile Penetration Rates By Country in MENA Region:
Whilst no country in the MENA region has such high credit card penetration as the USA, countries do have differing rates of credit card usage:
- High – UAE, Saudi Arabia
- Medium – Kuwait, Qatar, Bahrain
- Low – Egypt, Tunisia, Morocco, Jordan, Lebanon
Factors fueling the DCB market in MENA include:
- Mobile-first population – Many MENA countries have high mobile penetration, with users relying heavily on their phones for internet access and digital transactions.
- Unbanked or underbanked consumers – A large portion of the population in the MENA region does not have access to traditional banking services, making DCB an attractive alternative.
- Growing digital content consumption – Increasing demand for mobile gaming, streaming services, and other digital content is driving the adoption of DCB.
- Strong partnerships – Telecom operators and digital service providers are collaborating to expand DCB offerings, making it easier for users to make transactions via mobile bills.
Direct Carrier Billing Providers in MENA
The direct carrier billing market in the MENA region is served by a variety of providers, including both local and global players. Some of the main DCB providers in the MENA region include:
- Boku – has a strong presence in the MENA region, partnering with several mobile network operators (MNOs) to provide DCB services. Boku serves digital merchants, including gaming, streaming, and app services, enabling users to charge purchases directly to their mobile bill.
- DOCOMO Digital – A subsidiary of NTT DOCOMO, this provider is known for its extensive carrier billing services across multiple regions, including MENA. DOCOMO Digital focuses on simplifying mobile payments for digital content providers and works closely with regional telecom operators.
- Infobip – A global communications platform that offers DCB solutions in the MENA region. Infobip partners with operators to facilitate mobile payments, with a strong focus on seamless integration and a wide range of digital services, including OTT (over-the-top) content and mobile apps.
- Centili – Centili is a specialist in digital payments and monetization, providing carrier billing solutions for digital content, gaming, and streaming services in MENA. They have partnerships with regional telcos and emphasize improving user experiences for frictionless payments.
- Digital Virgo – A global player in the mobile payments market with a strong foothold in the MENA region. Digital Virgo works with mobile carriers to offer DCB services for various digital products, from mobile games to subscription-based services.
Market Insight
The Middle East and North Africa (MENA) region is experiencing rapid growth in telecom value-added services (VAS) and telemedia. However, a significant challenge is the lack of efficient payment methods for small, recurring transactions typical of VAS. Traditional payment options like credit cards and bank transfers are often inconvenient or inaccessible for many consumers in the region.
To address this, telecom operators are exploring alternative solutions such as mobile money and direct carrier billing, which allow users to charge purchases directly to their mobile phone bills. Recent partnerships, like Geidea and tpay’s collaboration to offer integrated payment methods, and Orange Middle East and Africa’s alliance with Mastercard to expand mobile financial services, aim to enhance the payment ecosystem. Â
These developments are expected to drive further growth in the MENA VAS and telemedia market by making it easier for consumers to access and pay for services, thereby boosting the overall digital economy in the region. MORE
Direct Carrier Billing Verticals in MENA
The MENA market has adopted many common trends seen in content and value-added services (VAS) markets worldwide, with strong demand for sports, news, games, and video entertainment.
Market Insight
Mobile gaming in the region reflects global preferences, with strategy, action, and simulation games making up 63% of the market, as reported in the MENA-3 Games Market Report 2022. However, casual gaming is expected to dominate in the coming years, growing 28% in 2023 alone, with 2.6 billion downloads accounting for 31% of all mobile game downloads, according to Data.ai’s State of Mobile MENA 2023 report. By comparison, simulation games currently represent around 18% of downloads.
Esports also plays a key role in the growth of the MENA gaming industry. According to reports, 73% of gamers engage with esports content, with 14 million esports enthusiasts and 11 million esports players across the region. Saudi Arabia leads in revenue generation, while Egypt has the highest number of players.
Additionally, the market is increasingly characterized by localized services that cater to regional tastes, including religious content, regional sports, and even traditional forms like poetry and local storytelling. MORE
Verticals
Mobile Gaming
- In-game purchases – Users can buy virtual goods, currency, and upgrades directly via DCB in popular mobile games.
- Game downloads – Some premium games or additional content can be billed to the mobile user’s carrier account.
Streaming Services
- Video-on-demand – Services like Netflix, StarzPlay, Shahid, and others offer subscription payments through DCB.
- Music streaming – Platforms such as Anghami, Spotify, and Deezer allow users to pay for premium subscriptions via carrier billing.
Digital Subscriptions
- News and magazines – Digital media platforms often offer subscription models where users can pay for premium content directly from their mobile carrier.
- Online learning platforms – Educational services and e-learning platforms offer subscription models that are sometimes billed via DCB.
Social and Communication Apps
- Premium features: Social media platforms and messaging apps often offer premium features, in-app purchases, or subscriptions that can be billed via DCB. Examples include dating apps, sticker purchases, and communication tools.
OTT (Over-the-Top) Media Services
- OTT services – which deliver content via the internet (bypassing traditional TV providers), also leverage DCB. This includes video streaming platforms and digital television subscriptions.
Charity Donations
- DCB is often used for micro-donationsto charities or fundraising campaigns, especially during religious or social initiatives (e.g., during Ramadan or crisis relief efforts).
VOD and Mobile TV Services
- Several telecom operators in the MENA region offer mobile TV or VOD services where users pay for access to live television or on-demand movies and shows via DCB.
Utility Payments and Mobile Wallet Top-Ups
- In some cases, DCB is used for utility bill payments or mobile wallet top-ups, allowing users to charge these transactions directly to their mobile accounts.
Adult Content (Subject to Local Regulations)
- Although heavily regulated and restricted, in some regions or through certain services, DCB may be used for adult content subscriptions or one-time purchases, subject to local laws.
Transport and Mobility Services
- Some countries in the MENA region have integrated DCB for mobility services, such as paying for public transportation or ride-hailing services (like Uber or local alternatives).
Lottery and Digital Betting
- While also subject to local regulations, DCB may be used for lottery participation or digital betting services, particularly in countries where such activities are permitted.
Lifestyle Apps and Services
- Health and fitness apps, astrology apps, or even wellness subscriptions(like guided meditations) may offer DCB as a payment method for premium content.
Direct Carrier Billing Content Providers MENA
With the rise of DCB payments in MENA, a large variety of content providers have entered the market, giving rise to a huge range of both innovative and traditional services. Some of the content providers serving the MENA region include:
Sam Media, established in 2006, is a leader in mobile content services, offering digital products to over 1.5 million subscribers across 46 countries, with a focus on the MENA region. Their services include interactive gaming, entertainment, and e-learning, using technologies like Virtual Reality (VR) and Augmented Reality (AR) to enhance user engagement. Sam Media uses DCB to ensure accessibility for users in markets with limited traditional payment options.
Hungama Digital Media has expanded its services to the MENA region. In May 2024, Hungama partnered with VUZ, an immersive video platform, to deliver exclusive content, including live streams of major regional concerts and original material from top-tier creators and celebrities.
DCB in MENA – The Numbers
The DCB market in MENA continues to grow. We take a deeper dive into the numbers for the region here.
Read More
- Direct Carrier Billing – Insights
- Direct Carrier Billing – Services
- Direct Carrier Billing – Regions
- Direct Carrier Billing – Providers
- Direct Carrier Billing – Home
