Open quotes f09cbe4e99f39e9099c776f0fc4220da399d2a5a340a6cd6c96e5266e1beac6e Close quotes eaa1a60eb727b47131f8a28cf7d7d80bfe2fec650e8cfdf8798087c2cdbb47c2

Our partnership with Fonix has allowed us to provide a really unique customer experience for our mobile interactive services online. As our audiences continue to consume our content across multiple platforms and devices, we continue to adapt to provide them with the best experience - this is exactly what Fonix and the mobile networks have achieved with great success by delivering a platform that allows consumers to pay to enter directly through their phone bill.

Ann Cook,
Director of Interactive and Managing Director of ITL, ITV

Carrier billing operates across ITV’s consumer competition and interactive formats

ITV is home to many high-profile shows, such as Good Morning Britain, This Morning, The Voice, Britain’s Got Talent and The X Factor.

The ITV competition portal,, enables consumers to enter competitions online. The product that Fonix have provided ITV, extends the user experience across multiple devices, giving audiences more choice in how they engage with ITV’s shows.

Challenge 3646e1da1a235886b13584d082465af8f4f08b85b0e331381f2a73daaefe8eb1


The introduction of the portal was all about giving viewers the best possible user experience when entering competitions and enabling them to see all the competitions available in one place. The payment process was such an important part of this - a poor user experience when it comes to making payments can result in cart abandonment. Therefore, ITV needed a solution to ensure that payments within their portal were as frictionless as possible.

Solution 8edb4d2c2574bc27a7395abfeeeaff3fca023c98bd3d97097f89e49e4f25a034


Fonix worked with ITV to add a carrier billing payment mechanic to the ITV portal. This allows consumers to log in and enter competitions, using their mobile number as their username.

Consumers then need to confirm that they want to charge the competition entry to their mobile phone bill. Consumers then receive a receipt message via text to inform them that their competition entry has been successful.

Moreover, this solution makes multiple entries also much easier, allowing consumers to select the number of entries they want, and click to confirm. This avoids having to send individual premium SMS entries and re-enter the keyword, making another phone call or sending another postal entry.

Itv cs phone a955b0075965b830eac12d0dcbbb23c4d85a682f0edeb3e959ce19c4ffde6543



Reduction in friction during payment process

Multiple entries are easier

Increase in average numbers of entries per person via direct carrier billing