Centili, a U.K.-based direct carrier billing compay, recently announced it is providing Vodafone Spain with a feature called a trusted payments flow that is intented to improves consumer purchase conversion rates and transfers payment processing from the mobile network operator to the merchant, according to a press release. 

Centili's service enables online vendors to install a fully-customizable payment page to match their website’s look and feel when a user accesses it through a mobile browser, according to the announcement. This is intended to give merchants full control of the mobile-payment experience without redirecting potential buyer's to a more cumbersome checkout process. 

Depending on the channel a customer uses to start the purchase, the trusted service offers WEB and WAP flows. The WEB flow consists of the users entering their phone number on the payment page. The MNO then sends an SMS with the one-time PIN to the user’s mobile phone, who then enters the PIN on the payment page.

The WAP flow is started when users tap the payment page’s “Accept” button. The purchase is immediately charged to their mobile phone bill, according to the announcement. 

Merchants can also add a fully-automated subscription management without the need to invest in extra hardware or software, according to the announcement. It allows end-users to have continuous access to digital products and services without having to constantly renew their subscription.

Merchants must to meet a set of quality standards set by Vodafone to add the trusted payments flow service. The press release did not list the needed requirements.