Over the past 10 years, charging in-app purchases and digital subscriptions to the consumer’s mobile phone bill has become a globally accepted payment method. Its success is based on super-convenience – simply tap a button and charge to your mobile phone bill. There is no need to enter and update card details.

This month, Android users in Egypt can now use their Etisalat phone accounts to pay for content and services from the Google Play Store, the world’s largest app store. This capability is powered by the Bango Payments platform and provided to Etisalat through our partner TPAY Mobile. Over 30 million Etisalat Egypt customers have the option to pay using Direct Carrier Billing (DCB), bringing Google Play’s content within reach of those without access to traditional payment methods like credit and debit cards.

This is one of the latest DCB payment routes to launch using Google Standard Payments. Incorporating GSP, Bango enables mobile operators to deliver a more seamless experience to consumers with enhanced payment flows, driving higher payment success.

Predicted to be worth $77.4bn by 2025, DCB offers a more inclusive way for many consumers to pay, for the unbanked, as well as those with bank accounts but not credit cards. Payments are made in familiar, local currencies, transactions are simple, and payment is completed using a bill the customer is already paying.

As smartphone penetration rises in regions like the Middle East and Africa, DCB remains a key payment option to help grow the app economy. Consumers benefit from a seamless payment experience and leading app stores and brands increase revenue for their digital content, subscriptions and services.