Mobile payments company Fortumo and Webe, a Malaysian digital mobility services provider and subsidiary of Telekom Malaysia Berhad, have announced the launch of direct carrier billing on the Google Play app store, according to a press release.

The partnership will allow Webe subscribers to purchase paid apps, games and in-app content from Google Play and charge the payments to their mobile phone bill.

"Webe is pioneering a new way of looking at mobile phone and broadband plans in Malaysia," Nazeem Nasir, chief marketing officer at Sebe, said in a statement. "The ability to ensure that all our members are able to fully connect with online experience is important to us. Working with Fortumo, their experience will help us ensure that every member of our many communities — especially huge communities like online gaming — are able to seamlessly purchase and enjoy their games, in-app upgrades and any other content they desire."

Fortumo will also provide Webe with access to Fortumo Insight, a smart data analytics platform that helps carriers track and analyze app store performance to make improvements for growing carrier billing revenue, according to the announcement.