Mobile Content Services

Mobile Content Services has been defined in the Mandatory Standards for the Provision of Mobile Content Services, effective 1 July 2010, as any messaging service which provides content and is accessible on a mobile access device or fixed access device, for which charges may be imposed over and above the standard network charges of the relevant service provider.

It consists of: 

  1. The provision of content to any person including but not limited to content such as information, news update, data, quizzes, joke, greeting messages, ringtones, wallpapers  logos and games for which charges may or may not be imposed to customer;
  2. The provision of a service to any person, including but not, limited to, chat services, Participation in contests, fundraising and voting; or
  3. A  combination of (a) and (b), but shall not include value-added services provided by services, auto redial, back up SIM card, call barring, call directory, call divert, call transfer, call waiting, caller ID, caller number non-display, conference call, favorite numbers, IDD, missed call alert, multi-SIM card, number retention, number porting, mobile voice and message roaming, speed dial, voicemail, video call services or any other value added service; and
  4. Short Messaging Service (“SMS”) Broadcast.

The following are examples of mobile content services and they are currently offered via three mediums;  i.e. short messaging service (SMS), multimedia messaging services (MMS) and wireless application protocol (WAP):

  1.  Mobile phone personalisation
    1. Ring tones (Monophonic, polyphonic, true tones);
    2. graphics (logo, picture message, color wallpapers, animations, themes); and
    3.  java games (strategy, puzzles, action, racing etc).
  2. Infotainment
    1. Sports news, gaming result, updates, gossips;
    2. Feng Shui tips and advice; and
  3. Information
    1. World and financial news, weather forecast, stock alerts, prayers info.
  4. Banking and financial services
    1. Transaction Authorisation Code;
    2. Alert and notification; and
    3. E-Commerce.
  5. Communication
    1. Chat, find a friend; and
    2. Share a joke, stories etc.
  6. Others
    1. Donation; and
    2. Government-related services.

Short Code

The Short Code is a 5 digit numbers that enables mobile content services (MCS) providers to  deliver their services to customers.
Currently, there are 3 types of short codes on the market, which are:

  1. 2-Series short code for cellular network operator’s own services;
  2. 3-Series short code for premium services assigned by cellular network operators (PCS providers) to MCS providers; and
  3. 6-Series short code for corporate and bulk services.

List of registered short codes according to PCS providers are as follows:-

  1. Maxis,
  2. DiGi,
  3. Celcom,
  4. UMobile


Suspension and Reactivation Process of Mobile Content Services

The   provision on short code suspension and reactivation is provided under MCMC’s Mandatory Standard (MS) “Mandatory Standard for Mobile Content Services”   effective on 1 July 2010.   A breach of the mandatory standards (Section 105 (3) of CMA) is an offence which carries a fine not exceeding RM100,000 or to imprisonment for a term not exceeding 2 years or both (S.242 of CMA)

If a MCS provider is found to be in non-compliance with the mandatory standard, all PCS providers shall, upon written notice by the Commission, suspend the MCS found to be in breach of these mandatory standards.

The suspension of the MCS may be lifted if the Commission satisfies that:

  1. the non-compliance that resulted to the suspension has been rectified; or
  2. it is in the public interest.

Any MCS providers whose short code is suspended shall not be allowed to apply for any short code during the suspension period.

All MCS providers shall terminate all its subscriber for its subscription-based service that has been suspended for a period of 90 days or more and may notify the customers to re-register for the subscription-based service.

The list of suspended  short codes and the non-compliance MCS providers  with effect from year 2007 until to date is  as per  enclosed.

The Standards Operating Procedures (SOP) when Provisioning Mobile Content Services

The Commission in consultation with industry has developed relevant SOPs on handling mobile content related services.

The objectives of this document are:

  1. As a guidance to the relevant stakeholders in monitoring and managing mobile content related services. The procedures involve:
    1. Information Gathering;
    2. Suspension Process by MCMC;
    3. Suspension Process by PCSP; and
    4. Refund Process.
  2. To facilitate further actions to be taken on the non-compliance with the Mandatory Standards for the Provision of Mobile Content Services.
  3. To ensure customers of mobile content services are duly protected.

Procedures on Handling Mobile Content Services



To obtain any mobile content services, mobile phone users need to send a request or purchase/subscription keyword to the MCS provider’s short code. For subscription based service, the registration keywords are “REGISTER”, “REG”, “ON” and “DAFTAR”.

Currently, there are  two  mobile content service  business models  being operated which are :

  1. Subscription-based services where mobile users will be obtaining the service for fixed or continuous duration i.e. weekly or monthly and normally refers to “ON” or “REGISTER; and
  2. One-off purchase or pay per use services.

Mobile content service is charged via deduction from prepaid credit or charged to postpaid bill. Apart from this, the normal telecommunication charges will be charged by the cellular network operator.

The charges for the subscription-based services will be continuously billed to the subscriber account until it is terminated. The subscribers may stop or terminate the subscription-based services by sending keyword “STOP” or “BATAL” and send to the short code involved. Alternatively, if the subscribers do not want to receive any mobile content services to their mobile phone, they may send keyword “STOP ALL” or “BATAL SEMUA” to terminate all services.

For more information on the service or assistance, mobile phone users may send the keyword “BANTUAN” or “HELP” to the short code.

Also known as transportation charges and is charged for example, at RM0.15

The FAQ on mobile content services.

Public Consultation On the Review Of The Framework For Mobile Content Services And Text Messaging Short Code
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