Depends on your carrier and whether they support it. In the USA if you allow them, AT&T will let you purchase almost anything online, including third party subscriptions and have it billed to your AT&T statement through the AT&T mobile purchase marketplace. If you use the feature you are also then open to all sorts of unsolicited texts, ads and other spam from AT&T marketplace vendors, not to mention your phone account now has a complete history of your online purchases which AT&T can sell to marketing companies. There have also historically been problems with account hacks and unauthorized charges.
Personally, I wouldnt do it and I have AT&T purchase blocker provisioned on my account.