UK carrier O2 launches direct carrier billing for iTunes credit (Pay & Go too)

As part of its Charge to Mobile carrier billing service, UK carrier O2 just let us know that it will now allow customers to purchase iTunes credit using the same method. That means customers of the carrier can now purchase iTunes codes charged directly to their wireless service bill that can be used to purchase apps, music and other iTunes and App Store content.

This alternative method of payment, known as Charge to Mobile, is growing rapidly, with over 100 merchants already using it in the UK through O2’s online and mobile channels. Charge to Mobile is a fast and seamless way for customers to pay for digital content and is fast establishing itself as a popular method of payment. To date over 10 million transactions have been made by O2 customers alone.

For customers not on a monthly plan, O2 will also allow users to purchase iTunes codes using a Pay & Go balance. The carrier noted the charges will show up as “O2 iTunes” on monthly bills and customers can keep track of iTunes spending through the MyO2 app.

As for Apple’s involvement in the service, a spokesperson for the company told us “The deal is agreed with Apple but the capability is delivered in partnership with leading managed service provider’s epay and Touchtechmedia and with mobile payments company Boku.” It appears O2 is selling iTunes gift cards like other retailers and simply charging those through its Charge to Mobile service, but it’s unclear at this point if it’s something Apple is interested in bringing to other carrier partners. Google currently offers similar carrier billing options for Google Play through many carriers around the globe.

O2 customers can go to the company’s website to purchase £10 – £30 iTunes codes that are delivered by email. The carrier is also, however, offering a limited time offer of £25 for £20 in iTunes credit for the next two weeks.