Text messaging specialist MX Telecom has introduced a new one-click WAP billing service for U.S. subscribers.

The MX Telecom WAP Billing service is a new wireless protocol service that is being positioned as a superior alternative to traditional SMS text billing.

"The market need it addresses is a simpler and more effective and better user experience for mobile browse-and-buy on content provider's WAP stores," said Alex Moir, CEO of MX, New York.

WAP Billing will let consumers pay via their mobile phone through an interface that looks like a PC Web payment service but without requiring card details.

The WAP Billing payment page seen on the handset states the terms of the service or content and the name of the product and its cost, along with a "Buy Now" link.

Once the mobile user selects that link, the payment is directly charged to the subscriber's mobile phone bill. The consumer doesn't need to send or receive a premium-rate text message.

After the payment is successful, mobile content is delivered immediately. So, the media or application will download to the mobile device, or the subscription service will commence.

The service complements premium SMS billing, the company said.

MX said it follows consumer best practice guidelines as a payments intermediary hosting the payment page. This is meant to allay both consumers and carriers' concerns.

WAP Billing is already an accepted form of mobile payment in Europe.

In Britain, for example, WAP Billing has the support of PayForIT, a cross-carrier effort that offers a uniform mobile payment experience. MX is part of that initiative.

Mr. Moir said British customers are already using MX WAP Billing. He didn't disclose U.S. customers' names, but said they'll be released at a later date.

Founded in 2000, MX is a provider of SMS, MMS, location-based services, voice and 3G video offerings.
Mr. Moir feels the WAP Billing service is ideal for marketers looking to tap mobile for retail purposes.

"It's really anybody who has premium mobile content that could be sold direct-to-consumer -- ringtones, wallpapers -- or it could be brands that are looking to monetize premium areas on their site," Mr. Moir said.