Italy Mobile Billing and Messaging Overview


Billing Type: MT

Subscriptions: Yes   Via DCB only.

Micropayments: Yes

Shared Price Points: €0.15, €0.30, €0.50, €0.75, €1.00, €2.00, €2.40, €3.00, €4.00, €4.80

Dedicated Price Points: Available on request.

Standard rate Price Points: Not available

Regulator: Autorità per le Garanzie nelle Comunicazioni

Approvals/Fees Required: Yes   DCB requires approval.

Country Info

Population: 60,589,445

Subscribers: 99,100,000

Mobile Penetration Rate: 65.8%

Average Individual Income: $26,063

VAT Rate: 22%

Withholding Tax: 10%

Network Information:

Carriers: Subscribers: Market Share: (If MVNO, using:)
TIM 30,600,000 36.11% Coop Italia uses TIM
Vodafone 30,300,000 29.49% PosteMobile uses Vodafone
Wind 31,500,000 25.55%
3 7,767,067 8.85%


Regulation Overview

Regulator: Autorità per le Garanzie nelle Comunicazioni

Regulator Website:

Code of Conduct: Policies for Premium Services

Opt-in Possibilities

Web (PIN) Opt-in: Yes

WORAR (Requiring a Reply): No

Single MO Shortcode Opt-in: Yes

In-app Billing: Yes   Only via DOB.

Multi-billing - Are you able to send multiple MOs?: No

Multi-billing - Are you able to send multiple MTs?: No

Permitted Content

General Content Restrictions: Permitted service types: Online games, Social Networks, Dating services.

Adult Permissible: Yes   Bikini only - On Vodafone, Wind & H3G

Mobile Gambling /mCasino (Real money): No

Sportsbook (Real money): No

Virtual Gambling (Virtual credit): No

Lottery (Real money): Yes   The license needs to be obtained from the Ministry of Economics and each service has to be approved by the operators beforehand.

Competitions: Yes   The license needs to be obtained from the Ministry of Economics and each service has to be approved by the operators beforehand.

Voting: Yes

Chat: Yes

Mobile Content: Yes

Info Messages: Yes

Alerts: Yes

Physical Goods: Yes   The license needs to be obtained from the Ministry of Economics and each service has to be approved by the operators beforehand.

Calling Services: No

Charitable Services: No

Message Flow

Language: Italian

Double Opt-in: ​In the opt in message the user should get instructions about how to confirm the subscription.
Example. “Per ricevere il contenuto e confermare l'attivazione del servizio al costo di X Euro/settimana, invia a.”
​English: “In order to receive the content and confirm the activation of the Service at the cost of X Euro/week, send to .”

Welcome: All users that subscribe to a Service shall receive a free SMS with the following information: -
​Service name - “Activated subscription” text - Service description - price and frequency of the service - deactivation method - Customer care number
​Example. “: abbonamento attivato. Guarda tutti i video al costo di X Euro/sett. Per disattivare invia STOP al . Per info: ”
​English: “: activated subscription. at the cost of X Euro/week. To deactivate send STOP to . For info: ”

Billing: ​Example. “: Guarda tutti i video su . Costo X Euro/sett. Per info: ” English: “: at . Price X Euro weekly. For info: ”

Reminder: DCB only: The carrier H3G & WIND will send weekly reminders to end users with an active subscription.

"NOME SERVIZIO: accedi ai migliori contenuti. Vai su URL, Per info: CC"
(English translation: "SERVICE NAME: get access to the best content. Go to URL, For info: CC")
"NOME SERVIZIO: [Testo generico sul servicio]. Vai su URL, Per info sul servizio attivo: CC"
(English translation: "SERVICE NAME: [General text for the service]. Go to URL, For info about the active service: Customer Care")

​Each 30 days subscribed users should receive a free message reminding them that they have an active subscription. The SMS should contain the URL to access the service as well as the customer care number.
​Ex. ": ti ricordiamo che sei abbonato al servizio. Per info ”
English:": {Service name} we remind you that you are subscribed to this service. For info ”

Stop: ​Example: " il servizio e’ stato disattivato. Per info "
English: ": the service is cancelled. For info "

Spend Limits

Maximum Transactional Value: €15

Subscriptions Limit: €3.99 per day, €4.99 weekly subscription, €15 for monthly subscription

Monthly Billing Limit: €250 per user

Customer Care

Minimum Type Required: Local Call-Centre   9.00 to 21.00 7 days a week

Promotions/Message Language: Italian

Miscellaneous Items

Mandatory Keywords: STOP


Available Technologies

Premium MO SMS: No

Premium MT SMS: Yes

WAP Billing: No

Direct Operator Billing: Yes

MSISDN Forwarding: No

IVR Billing: Yes

Number Lookup (HLR): Yes

Number Lookup (VLR) /(RTLU): No

VSIM/Longcode: Yes

Bulk SMS: Yes

Push Messaging: Yes

Direct Carrier Billing

DCB Type: Pure DCB

MO required?: No

MT Required?: No

Flexible price points: Price points range from €0.15 (one time service) €0.30 (subscription service) all the way up to €15 in increments of cents.

Supported networks: Tim, Vodafone, Wind, 3

Bulk Messaging

Alpha sender ID: Yes

Numeric sender ID: Yes

Alpha numeric sender ID: Yes

Shortcode sender ID: Yes

Sender IDs filtered: No

Handset Delivery reports: Yes

SMSC Delivery report: No

Binary: Yes

Concatenated Messages: Yes

Character Encoding: Yes   Full SMPP v3.4

Character Sets Supported: Yes   0×00(Default GSM encoding), 0×01(US-ASCII), 0×02(Binary), 0×03(ISO8859-1-Latin-1), 0×04(Binary), 0×08(UCS2/UTF-16BE)

Submit_multi: Yes

Maximum validity periods: 48 hours   Which is the recommended value.

Traffic type exclusions?: No exclusions other than no illegal services or content.