Video-on-demand platform Telly and mobile payments company Fortumo have announced a partnership for direct carrier billing that gives consumers that subscribe to the service the ability to charge payments directly to their monthly phone bill or deduct payments from their prepaid balance.

Bahrain is the first country where the carrier billing partnership is now live, according to a press release.

"The Middle Eastern region has strong potential for digital merchants due to its high income, and leading smartphone penetration rates," Andrea Boetti, vice president of global business development at Fortumo, said in the release. "Telly has successfully tapped into this vibrant and multi-cultural region by making mobile operator partnerships a core part of their growth strategy."