Mobile Value-Added Services Market Report Scope & Overview:

The Mobile Value-Added Services Market size was valued at USD 1266.61 Billion in 2025 and is projected to reach USD 4721.79 Billion by 2035, growing at a CAGR of 14.13% during 2026-2035.

The Mobile Value-Added Services market is growing due to rising smartphone penetration, expanding mobile internet access, and increasing demand for digital content, mobile payments, and enterprise communication services. Growth in mobile advertising, A2P messaging, and fintech applications is accelerating adoption across industries. Advancements in 4G/5G networks, AI-driven personalization, and cloud platforms further enhance service delivery. Additionally, rapid digitalization, e-commerce expansion, and growing use of mobile services in emerging economies continue to drive sustained market growth.

Market Size and Forecast:

• Market Size in 2025 USD 1266.61 Billion

• Market Size by 2035 USD 4721.79 Billion

• CAGR of 14.13% From 2026 to 2035

• Base Year 2025

• Forecast Period 2026-2035

• Historical Data 2022-2024

Key Mobile Value-Added Services Market Trends

• Rapid smartphone adoption and expanding mobile broadband are driving increased consumption of digital services globally.

• Mobile payments, digital wallets, and A2P messaging are becoming central to both consumer and enterprise engagement.

• OTT platforms, e-commerce, and digital content consumption are reshaping user behavior and creating demand for personalized MVAS.

• Integration of AI, cloud computing, and data analytics is enabling scalable, cost-effective, and customized mobile services.

• Emerging technologies such as IoT, 5G, and industry-specific solutions in healthcare, retail, and logistics are creating new growth opportunities.

The U.S. Mobile Value-Added Services Market size was valued at USD 312.02 Billion in 2025 and is projected to reach USD 1116.11 Billion by 2035, growing at a CAGR of 13.66% during 2026-2035. The U.S. Mobile Value-Added Services market is growing due to widespread smartphone adoption, high mobile data usage, strong demand for mobile payments and advertising, expansion of A2P messaging by enterprises, and advanced 4G/5G infrastructure supporting innovative digital services.

Mobile Value-Added Services Market Growth Drivers:

• Global Mobile Value-Added Services Market Growth Driven by Smartphones Mobile Internet AI and Digital Services Expansion

The global Mobile Value-Added Services (MVAS) market is driven by rapid smartphone penetration, expanding mobile broadband connectivity, and increasing reliance on mobile-based digital services across both developed and emerging economies. Rising adoption of mobile payments, A2P messaging, and mobile advertising by enterprises is significantly boosting demand. Growth in e-commerce, OTT platforms, and digital content consumption, along with advancements in 4G and 5G networks, is enhancing service quality and user experience. Additionally, the integration of AI, cloud computing, and data analytics into MVAS platforms enables personalized, scalable, and cost-effective services, further accelerating market expansion.

By early 2025, around 6.04 billion people were active internet users worldwide, with mobile devices accounting for the vast majority of connections. This huge connected base fuels demand for mobile value-added services like messaging, payments, and content delivery.

Mobile Value-Added Services Market Restraints:

• Mobile Value-Added Services Market Faces Challenges from Privacy Concerns Cybersecurity Risks and Infrastructure Limitations

The Mobile Value-Added Services (MVAS) market faces restraints from data privacy and cybersecurity concerns, high dependence on network infrastructure, and regulatory restrictions in certain regions. Additionally, OTT messaging apps and free digital services reduce traditional revenue streams, while low smartphone adoption in some emerging markets limits service penetration.

Mobile Value-Added Services Market Opportunities:

• Emerging Markets Unlock Mobile Value Opportunities Driven by Digital Payments IoT 5G and Enterprise Service Adoption

Significant opportunities exist in emerging markets due to growing internet access, financial inclusion initiatives, and increasing use of mobile services by SMEs and governments. The expansion of mobile financial services, including digital wallets and micro-payments, presents strong revenue potential. Enterprise demand for omnichannel customer engagement, mobile security, and analytics-driven marketing solutions is also creating new growth avenues. Furthermore, the adoption of IoT, 5G-enabled applications, and industry-specific MVAS solutions in healthcare, retail, and logistics is expected to unlock long-term opportunities for market participants globally.

In India, Unified Payments Interface (UPI) saw over 12 billion monthly transactions by late 2024, underscoring how mobile wallets and digital payments are becoming central to daily commerce.

Mobile Value-Added Services Market Segment Analysis

• By Service Type, Messaging Services (SMS-based alerts, A2P SMS) dominated with 32.68% in 2025, and Mobile Financial Services (Mobile Wallets, Payments, Billing) is expected to grow at the fastest CAGR of 14.55% from 2026 to 2035.

• By Technology / Platform, Mobile Applications (iOS/Android Apps) dominated with 34.24% in 2025, and it is expected to grow at the fastest CAGR of 14.55% from 2026 to 2035.

• By End-User / Customer Segment, Individual Consumers dominated with 38.87% in 2025, and Advertising & Media Agencies is expected to grow at the fastest CAGR of 14.76% from 2026 to 2035.

• By Industry Vertical, Telecommunications & Media dominated with 34.76% in 2025, Banking, Financial Services & Insurance (BFSI) is expected to grow at the fastest CAGR of 14.59% from 2026 to 2035.

By Service Type, Messaging Services Dominate Mobile Value Services While Mobile Financial Solutions Drive Rapid Future Growth Globally

In 2025, Messaging Services, including SMS-based alerts and A2P messaging, remained the most widely used mobile value-added service globally, reflecting strong reliance on communication services across industries and consumers. From 2026 onwards, Mobile Financial Services, such as mobile wallets, payments, and billing, are expected to experience rapid growth through 2035, driven by increasing digital payment adoption, fintech innovations, and expanding mobile banking solutions in both developed and emerging markets, creating significant opportunities for service providers.

By Technology / Platform, Mobile Applications Lead Mobile Value Services With Future Growth Driven by Smartphones Apps and Digital Integration

In 2025, Mobile Applications on iOS and Android platforms emerged as the most widely used technology for mobile value-added services, reflecting high consumer engagement and the growing app ecosystem. From 2026 to 2035, mobile applications are expected to experience rapid growth, driven by expanding smartphone adoption, enhanced app functionalities, integration of digital services, and increasing demand for personalized, on-the-go experiences across entertainment, finance, and enterprise sectors.

By End-User / Customer Segment, Individual Consumers Dominate Mobile Services While Advertising Agencies Drive Future Growth Through Digital Engagement Strategies

In 2025, Individual Consumers represented the largest end-user segment for mobile value-added services, reflecting widespread adoption of messaging, entertainment, and mobile payment services. From 2026 to 2035, Advertising and Media Agencies are expected to grow rapidly, driven by increased investment in mobile marketing, data-driven campaigns, and personalized customer engagement across digital platforms.

By Industry Vertical, Telecommunications Lead Mobile Services While BFSI Poised for Rapid Growth Through Digital Financial Solutions

In 2025, the Telecommunications & Media sector dominated the mobile value-added services market, driven by extensive adoption of messaging, content, and digital communication solutions. From 2026 to 2035, the Banking, Financial Services & Insurance (BFSI) vertical is expected to grow rapidly, fueled by the expansion of mobile payments, digital banking, and fintech solutions, as well as increasing demand for secure, convenient, and personalized financial services worldwide.

Mobile Value-Added Services Market Report Analysis

North America Mobile Value-Added Services Market Insights

In 2025, North America dominated the global Mobile Value-Added Services (MVAS) market with a 31.84% share, driven by widespread smartphone adoption, advanced 4G/5G networks, and strong consumer demand for mobile payments, messaging, and digital content services. The region benefits from high digital literacy, extensive enterprise adoption of mobile solutions, and robust infrastructure supporting mobile applications and services. From 2026 to 2035, North America is expected to maintain steady growth, supported by innovations in mobile financial services, app-based engagement, and IoT-enabled solutions.

U.S. Mobile Value-Added Services Market Insights

In 2025, the United States dominated the North American Mobile Value-Added Services market, driven by high smartphone penetration, advanced 5G infrastructure, widespread mobile app usage, strong adoption of digital payments, and extensive enterprise investment in mobile communication and marketing solutions.

Europe Mobile Value-Added Services Market Insights

In 2025, Europe accounted for 23.25% of the global Mobile Value-Added Services (MVAS) market, supported by widespread smartphone usage, high internet penetration, and strong digital infrastructure. Growth was driven by mobile payments, messaging, entertainment apps, and enterprise solutions. The region’s mature telecom networks, regulatory support for digital services, and increasing adoption of mobile financial services, push notifications, and personalized content contributed to steady market expansion, making Europe a significant player in the global MVAS landscape from 2025 onwards.

Germany Mobile Value-Added Services Market Insights

In 2025, Germany dominated the European Mobile Value-Added Services market, driven by advanced telecom infrastructure, high smartphone penetration, widespread use of mobile applications, strong digital payment adoption, and significant enterprise investment in mobile marketing, messaging, and value-added communication services.

Asia Pacific Mobile Value-Added Services Market Insights

The Asia Pacific region is expected to register the fastest growth in the Mobile Value-Added Services market, with a projected CAGR of 14.63% from 2026 to 2035. This rapid expansion is driven by increasing smartphone penetration, growing internet access, and rising adoption of mobile payments, entertainment apps, and digital communication services. Emerging economies such as India and China are fueling demand, while expanding mobile infrastructure, fintech innovations, and digital content consumption are creating significant opportunities for service providers across the region.

China Mobile Value-Added Services Market Insights

In the Asia Pacific region, China dominated the Mobile Value-Added Services market, driven by its massive smartphone user base, widespread mobile internet adoption, rapid growth of mobile payments, digital entertainment platforms, and strong government support for technology and fintech innovations.

Latin America (LATAM) and Middle East & Africa (MEA) Mobile Value-Added Services Market Insights

In 2025, Latin America (LATAM) and Middle East & Africa (MEA) represented emerging markets for Mobile Value-Added Services, driven by rising smartphone adoption, expanding mobile internet access, and growing demand for mobile payments, messaging, and digital content. Mobile financial services and OTT platforms are gaining traction among consumers and SMEs, while governments increasingly support digital inclusion initiatives. Investment in mobile infrastructure, coupled with fintech innovations and mobile-based enterprise solutions, is creating significant growth opportunities in both LATAM and MEA regions.

Competitive Landscape for Mobile Value-Added Services Market:

Vodafone Group Plc is a leading global telecommunications company offering mobile, broadband, and digital services. It provides a wide range of mobile value-added services including messaging, digital content, mobile payments, and security solutions. The company focuses on innovation, 5G deployment, and enhancing customer engagement across consumer and enterprise markets.

• In March 2025, Vodafone partnered with IBM to develop and demonstrate quantum‑safe cryptography for its digital security service, Vodafone Secure Net, protecting mobile users against future threats from quantum computing.

AT&T Inc. is a major U.S. telecommunications provider delivering a broad range of mobile and digital services, including wireless connectivity, messaging, data, IoT solutions, and enterprise mobility platforms that support mobile value‑added services. The company continually enhances its 5G network and digital offerings to support consumer and business applications, mobile security, and advanced connectivity solutions. AT&T also supports mobile‑centric enterprise services and integrated communication tools across industries.

• In February 2025, AT&T partnered with T‑Mobile and Verizon (via the Aduna initiative) to launch the first standardized 5G network APIs for Number Verification and SIM Swap across the U.S.

Mobile Value-Added Services Market Key Players:

Some of the Mobile Value-Added Services Market Companies

• Vodafone Group Plc
• AT&T Inc.
• Apple Inc.
• Google LLC
• Mahindra Comviva
• OnMobile Global Limited
• Tencent Holdings Ltd.
• ZTE Corporation
• Orange S.A.
• Verizon Communications Inc.
• China Mobile Ltd.
• Nokia Corporation
• Bharti Airtel Limited
• Reliance Jio Infocomm Limited
• InMobi Pte. Ltd.
• Comverse Technology, Inc.
• KongZhong Corporation
• One97 Communications Limited
• Ericsson
• Alibaba Group Holding Limited