Bango says the number of WAP billing transactions it has processed in the US for clients like Gameloft and Dada has increased by four times in the last three months.

The company says the trend highlights the shifting sands in the US off-deck content market and the fact that the 'browse and buy' web-like experience offered by WAP billing is well-liked by consumers compared to alternatives like premium SMS.

Anil Malhotra, SVP of marketing at Bango, said: “The shift to WAP browse and buy is a solid response to the recent claims of inappropriate charging of consumers. Content providers are adapting to these challenges by using WAP to deliver a clean, clear buying experience for the user."

Bango says content providers using WAP billing also benefit from lower customer service costs and refund levels of less than 0.1 per cent, compared to figures approaching 10-20 per cent where content is purchased with Premium SMS (citing iGillot research).

Massimiliano Pellegrini, CEO of Dada Entertainment, added: “The mobile web market is booming in the US – 65 per cent of all new phones purchased are now music-enabled. WAP billing offers an easy, seamless experience for our Dada.net consumers and fits in well with our overall mobile music strategy.”

Jean-Sebastien Laverge, US D2C manager at Gameloft, said: “WAP billing provides a better consumer experience through its phone recognition system, a better user-flow and a clearer offer. All of which, increases consumer satisfaction and drives more volumes in our off-deck sales.”