market summary United Kingdom

Country Manager

Alicia Pineiro Rey

Alicia Pineiro Rey

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Facts & Figures

  • The UK population in 2020 is 67,886,011.
  • Mobile Operators and Market Share (The UK Mobile penetration is 130%):
    • EE 27%
    • O2 22%
    • Vodafone 16%
    • Three 9%
    • Virgin 5%
    • Other MNOs 10% (Tesco, ASDA, Sky, GiffGaff, Lebara etc.)

Flows & Rules

  • The UK is regulated on a day-to-day basis by Phone-Paid Services Authorities (PSA).
  • All services are hosted by aggregators and their subesquent merchants. Content providers must comply with PSA Code of practise and carrier mandates.
  • There are 2 types of carrier billing flows:
    • standard OTP Flow – provides a more templated approach to payment pages.
    • One-off payment; 2-click; < £9.99.

Reports

status 28 days

high: 3 (<1%)medium: 22 (1%)low: 2334 (99%)2334 low

regulatory issues 28 days

payment page requirements22payment page requirements: 88%subscription requirements2subscription requirements: 8%attempted auto-subscription1attempted auto-subscription: 4%0%22%44%66%88%

service type compliance 28 days

gamesgames1146 - 100%11461 - 0%1147musicmusic1122 - 98%112220 - 2%1142not classifiednot classified21 - 88%3 - 13%24dating/chat, non-adultdating/chat, non-adult22 - 100%22competitioncompetition10 - 100%10mixed contentmixed content8 - 100%8psychic/astrologypsychic/astrology5 - 83%1 - 17%60%12%24%36%49%

payment type compliance 28 days

header enrichment / PINheader enrichment / PIN98%2%MSISDN / PINMSISDN / PIN100%otherother100%PSMS / user initiatedPSMS / user initiated91%9%ICSSICSS57%43%header enrichment / 1 clickheader enrichment / 1 click100%header enrichment / 2 clickheader enrichment / 2 click100%0%24%47%71%95%

traffic source compliance 28 days

webweb2317 - 99%231725 - 1%2342in-appin-app17 - 100%170%25%50%74%99%