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

medium: 29 (1%)low: 1981 (99%)1981 low

regulatory issues 28 days

misleading flow24misleading flow: 86%misleading banner2misleading banner: 7%subscription requirements2subscription requirements: 7%0%21%43%64%86%

service type compliance 28 days

gamesgames1365 - 100%1365musicmusic336 - 100%336dating/chat, non-adultdating/chat, non-adult235 - 100%235not classifiednot classified31 - 100%31glamour/adultglamour/adult3 - 10%27 - 90%30competitioncompetition7 - 100%7psychic/astrologypsychic/astrology2 - 50%2 - 50%4informationinformation2 - 100%20%17%34%51%68%

payment type compliance 28 days

header enrichment / PINheader enrichment / PIN98%2%MSISDN / PINMSISDN / PIN100%header enrichment / 2 clickheader enrichment / 2 click40%60%otherother100%PSMS / user initiatedPSMS / user initiated50%50%0%24%47%71%95%

traffic source compliance 28 days

webweb1971 - 100%19719 - 0%1980push notificationpush notification3 - 13%20 - 87%23in-appin-app7 - 100%70%25%49%74%99%