4celling.com - Cellular payment gateway

Got music, video, or pictures to sell? 4celling is the answer. 4celling has created a way that allows all digitally media to be monetized thru cell phone payment. It has been developed for the use of online purchases, for users who don´t have a bank account or credit card, or who don´t feel comfortable entering credit card information online. When a user wants to make a purchase using their cell phone, they enter their phone number on the site, and a SMS message is sent back to them confirming the payment. No personal information other than the number is necessary, and the charge shows up on the phone bill as a premium SMS charge.

“The NEXT payment platform and (to some) the “Holy Grail” of Internet Commerce:

Many teenagers don´t have credit cards, but do have cell phones. It will streamline the purchase for teenagers, as well as making more impulse buying possible. Also, people with credit cards don´t always have their 15 digit number memorized or the card in their pocket, when of course they all know their cell phone number and can enter that instead. Merchants´ products, otherwise not available to certain types of customers, become available to all use cellular users.

Can limits be set to the amount of a purchase on a case by case basis? Like credit cards, is there a monthly limit? What about fraudulent purchases?