Regulator PhonepayPlus is planning to change rules to regulate rough apps that are once installed without users' consent in order to protect customers.

The premium rate services (PRS) regulator has begun public consultation on its proposed guidance on mobile apps in order to address the issue of growing complaints from customers about premium-rate texts and other hidden charges in mobile applications.

The regulator cited a supposed free battery-saver app that sign-up to premium rate subscription service without users' consent. The regulator has outlined risks of lack of transparency in mechanisms for so called "freemium" apps.

"Our aim is to intervene early to ensure that those downside risks do not have a detrimental impact on consumers, children or, indeed, the many legitimate providers of innovative new digital services that we want to encourage within UK plc," said PhonepayPlus in a statement.