A user terminal providing an in-app service and an in-app service server are provided. The user terminal includes an in-app module configured to be connected to the in-app service server and configured to transmit a multimedia content purchase request, a present request, and a share request to the in-app service server, and a terminal agent installed in an operating system of the user terminal, automatically driven when the user terminal is booted, and operating as a user interface for requesting the in-app service. The in-app service server includes an in-app module interworking unit configured to interwork with an in-app module of a user terminal, and a service controller configured to implement the in-app service when the in-app service is requested.
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