A system is described to facilitate online transactions via mobile communications, including a plurality of converters to interface with a plurality of controllers in different formats for delivery of premium messages, and a common format processor coupled with the plurality of converters in a common format to send the premium messages. The common format processor receives a web request from a mobile phone, in response to a user selection within a mobile application executed separately from a browser application on the mobile phone, provides a web page in response to confirm a pre-defined purchase, transmits at least one premium message to the mobile phone using a first converter to obtain funds for the pre-defined purchase, and communicates with the merchant to make the pre-defined purchase on behalf of the user.