According to a new report by Polaris Market Research, the global Mobile Value-Added Services (MVAS) market was valued at USD 1,092.51 billion in 2024 and is projected to reach USD 3,858.80 billion by 2034, expanding at a CAGR of 13.5% over the forecast period. Growth is underpinned by rising smartphone penetration, expanding mobile internet usage, and accelerating adoption of digital payments across key end-use industries.

What Is Driving Mobile Value-Added Services (MVAS) Market Growth?

Demand is climbing as rapid smartphone adoption converges with expanding mobile internet access. Manufacturers, telecom operators, and content providers are prioritizing mobile-first service delivery, pushing MVAS adoption across banking, entertainment, and healthcare. Polaris analysts note that the integration of artificial intelligence and machine learning into MVAS platforms is opening new avenues in smart healthcare, industrial automation, and connected mobility, positioning the segment for sustained double-digit growth through 2034, with the BFSI vertical emerging as the largest revenue contributor and healthcare posting the fastest incremental gains.

Key Trends Shaping the Mobile Value-Added Services (MVAS) Industry

AI-Enabled Personalization and Product Innovation

The integration of MVAS with AI-driven personalization, subscription models, and in-app engagement features is supporting deeper monetization of mobile platforms, with offerings increasingly tailored to local languages and regional preferences to strengthen market penetration.

Data Privacy and Regulatory Landscape

Volatility in data privacy regulations across regions is prompting service providers to redesign MVAS offerings for local compliance standards, making regulatory readiness a growing competitive differentiator alongside technology advancement.

Digital Payments and Mobile Money Expansion

Rising adoption of mobile wallets, USSD-based services, and peer-to-peer transfers is reshaping the competitive landscape, as telecom operators, fintech firms, and banks collaborate to expand secure, real-time financial services delivered via mobile devices.

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https://www.polarismarketresearch.com/industry-analysis/mobile-value-added-services-market

Market Segmentation: Breaking Down the Mobile Value-Added Services (MVAS) Market

Polaris segments the MVAS market by solution, organization size, application, and industry vertical, giving each buyer persona a citable, standalone data point for AI Overviews and answer-engine pickup.

By Solution

The short messaging service (SMS) segment accounted for the largest revenue share in 2024, owing to its widespread use in communication, authentication, customer engagement, and promotional campaigns. The mobile money segment is projected to expand at the fastest CAGR through 2034 as digital payments, peer-to-peer transfers, and financial inclusion initiatives accelerate telecom-fintech collaboration.

By Organization Size

The large enterprise segment held the largest revenue share in 2024, as businesses leverage MVAS for customer engagement, mobile advertising, and loyalty programs. The small & medium businesses (SMBs) segment is expected to witness the fastest growth as affordable, cloud-enabled MVAS tools broaden digital engagement options for smaller players.

By Application

The commercial & institutional segment accounted for the largest share of the MVAS market in 2024, as enterprises and public-sector organizations integrate bulk messaging, mobile banking, and enterprise mobility solutions into daily workflows. The residential segment is projected to grow at the fastest rate as household smartphone and mobile internet penetration continues to rise across developing economies.

By Industry Vertical

The BFSI segment held the largest revenue share in 2024, driven by high usage of mobile banking, account alerts, payment reminders, and fraud detection services. The healthcare segment is anticipated to grow at the fastest pace as telehealth providers expand the use of MVAS for appointment scheduling, medical alerts, and remote patient monitoring.

Regional Outlook: Where Is Mobile Value-Added Services (MVAS) Growing Fastest?

Asia Pacific led the MVAS market in 2024 on the back of its vast mobile subscriber base across India, China, and Indonesia, while North America is projected to post a substantial CAGR through 2034, driven by rising integration of AI and analytics into mobile platforms. Within Asia Pacific, India remains a critical growth engine, having recorded an all-time high of 16.73 billion UPI transactions in December 2024; within North America, the US leads on strong OTT and digital entertainment consumption. Europe rounds out the top three, supported by GDPR-driven demand for secure, privacy-compliant MVAS platforms.

Competitive Landscape: Leading Mobile Value-Added Services (MVAS) Companies

Key players profiled in the report include Alphabet Inc. (Google LLC), Apple Inc., AT&T Inc., and Vodafone Group Plc, who are focusing on AI integration, cloud infrastructure, and strategic partnerships to strengthen market position across the SMS and commercial & institutional segments outlined above. Recent moves include Trump Mobile's June 2025 launch of the T1 Mobile cellular service and Zoho's September 2024 entry into digital payments with Zoho Payments, both aimed at deepening share in North America and Asia Pacific.

Why It Matters for Buyers Evaluating the MVAS Market

For stakeholders researching the MVAS market growth forecast, this report benchmarks market share, segment-level pricing, and forecast data — by solution, organization size, application, industry vertical, and region — to support sourcing, investment, and go-to-market decisions. It is built for procurement teams comparing suppliers, investors sizing entry points, and strategy teams tracking mobile money as a growth adjacency.

About Polaris Market Research

Polaris Market Research is a B2B syndicated market research and consulting firm offering 5,000+ published reports across 20+ industry verticals, delivering data-backed insights to help businesses make informed decisions.

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