Beyond M-Pesa: Integrating Mobile Money Payments into Your Marketing Strategy Across Africa
By Macfeigh Atunga | September 18, 2025
In the dynamic landscape of African commerce, mobile money has emerged as a cornerstone of financial inclusion and economic empowerment. While M-Pesa, launched by Safaricom in Kenya in 2007, revolutionized the sector with its peer-to-peer transfers and bill payments, the ecosystem has evolved far beyond this pioneer. As of 2025, sub-Saharan Africa boasts nearly half of the world's mobile money accounts, with over 330 million active users in 2023 alone, projected to surpass 500 million by year-end. This growth is fueled by increasing smartphone penetration, regulatory support, and innovative platforms like MTN MoMo, Airtel Money, and Orange Money.
For marketers targeting African consumers, integrating these platforms into strategies isn't just about facilitating transactions—it's about building trust, enhancing customer engagement, and driving promotions that resonate with mobile-first audiences. This comprehensive guide explores the various mobile money platforms beyond M-Pesa, their latest 2025 data, and practical ways to leverage them for payments and promotions. Whether you're a small business owner or a multinational brand, understanding this ecosystem can unlock new revenue streams and foster loyalty across the continent.
The Evolution of Mobile Money in Africa: 2025 Insights
Mobile money's journey in Africa began with M-Pesa's success, which processed billions in transactions and contributed significantly to Kenya's GDP. But today, the market is diverse and expansive. According to the GSMA's State of the Industry Report on Mobile Money 2025, the sector marks 13 years of consistent growth, with transactional value reaching unprecedented heights. In sub-Saharan Africa, mobile money accounts for 64.15% of global transactions, with 200 million users conducting 24.46 billion operations in recent years.
Key statistics highlight the momentum: The Africa Mobile Money Market is projected to grow from $674.8 million in 2023 to $3.45 billion by 2032 at a CAGR of 19.3%. By 2025, e-commerce users are expected to exceed 500 million, with 40% penetration rates in urban areas. The World Bank's Global Findex Database 2025 underscores mobile money's role in financial inclusion, with the Digital Connectivity Tracker showing widespread adoption of mobile technology for payments.
This evolution is reshaping marketing. Brands can now use mobile money for targeted promotions, loyalty programs, and instant payments, reducing cart abandonment in e-commerce and enabling micro-transactions for digital content. For instance, telecom data from mobile wallets provides rich insights for personalized campaigns, as noted in McKinsey's report on the future of payments in Africa. However, success requires navigating regulatory variations across countries like Nigeria, Ghana, and South Africa.
Key Mobile Money Platforms Beyond M-Pesa
While M-Pesa dominates in East Africa, other platforms are carving out significant shares. Here's a breakdown of the leading alternatives in 2025:
MTN MoMo: The Pan-African Powerhouse
MTN's Mobile Money (MoMo) operates in 17 African countries, serving 63.2 million monthly active users as of the first half of 2025, up 1.8% year-over-year. Transaction volumes hit 11.1 billion, valued at $212.2 billion—a 45.4% increase. In Nigeria, MTN's largest market, data revenue surged 69% by mid-2025, driven by MoMo integrations.
MoMo's features include P2P transfers, merchant payments, loans via Qwikloan, and insurance. For marketing, it enables cashback promotions and bundled offers with airtime. A case study from MTN Ghana shows how MoMo's ecosystem supported business model innovations, boosting transaction-based revenues. Brands like e-commerce platforms integrate MoMo APIs for seamless checkouts, increasing conversion rates by up to 30%.
Airtel Money: Expanding Financial Ecosystems
Airtel Money, part of Airtel Africa's portfolio, connects 44.6 million customers across 14 markets as of March 2025, a 17.3% growth. Revenue grew 29.9% in constant currency, primarily in East Africa. The platform facilitates bill payments, microloans, and remittances, with plans for a 2026 IPO signaling strong investor confidence.
In marketing, Airtel Money excels in promotions like zero-fee transfers during festivals, driving user acquisition. Its integration with e-commerce has improved sales volumes in African marketplaces. For example, in Uganda and Nigeria, brands use Airtel Money for loyalty rewards, where customers earn points redeemable via mobile wallets.
Orange Money: Focus on Credit and Inclusion
Orange Money serves 43 million users in 16 Middle East and Africa countries, processing 9 billion transactions worth €164 billion in 2024, with continued growth into 2025. Partnerships like the one with JUMO have disbursed over $8 billion in credit to 31 million customers. In Cameroon, it supports over 100,000 sales outlets, creating 200,000 jobs.
Marketers leverage Orange Money for microcredit-linked promotions, such as discounted loans for product purchases. Its app offers real-time balances and free data usage, ideal for SMS-based campaigns.
Other Notable Platforms
Emerging players include Tigo-Pesa in Tanzania and PalmPay in Nigeria, which focus on fintech innovations like BNPL (buy now, pay later). These platforms emphasize interoperability, as seen in the Wallet Interoperability Council involving Airtel, M-Pesa, and others.
| Platform |
Active Users (2025) |
Key Markets |
Transaction Value |
| MTN MoMo |
63.2M |
Nigeria, Ghana, South Africa |
$212B (H1) |
| Airtel Money |
44.6M |
East Africa, Nigeria |
29.9% revenue growth |
| Orange Money |
43M |
West Africa, MEA |
€164B (2024) |
Integrating Mobile Money into Payment Strategies
Payments are the bedrock of mobile money's utility. For marketers, enabling these platforms means reducing friction in the customer journey. Start with API integrations: Platforms like MTN MoMo and Airtel Money offer developer kits for embedding payment gateways into websites and apps. This allows one-click purchases, crucial in regions with low credit card penetration.
In e-commerce, mobile money cuts abandonment rates. A Tech in Africa study shows integrating MTN MoMo boosted sales by 25% for SMBs. For offline marketing, QR codes linked to mobile wallets facilitate pop-up shop payments. Cross-border remittances, a $48 billion market, can be marketed via bundled services—e.g., transfer fees waived for first-time users promoting your brand.
Compliance is key: Adhere to local regulations like Nigeria's CBN guidelines. Use data analytics from transactions to segment audiences, offering personalized payment incentives like discounted fees for high-value customers.
Leveraging Mobile Money for Promotions and Engagement
Promotions via mobile money go beyond transactions—they build communities. Examples include MTN's cashback campaigns in South Africa, where users get 10% back on purchases, driving repeat business. Airtel Money's festival promotions in India-inspired African models offer free airtime for referrals.
In Nigeria, brands use Orange Money for lottery-style promotions, where entries are via micro-payments, enhancing engagement. Loyalty programs integrate wallets for point redemptions, as seen in Hormuud's EVC Plus in Somalia, where 67% of users rely on it for daily needs. SMS and USSD campaigns notify users of flash sales, with opt-in for personalized offers.
Case study: MTN Group's digital marketing in Africa uses MoMo for targeted ads, resulting in higher conversion rates. Another from mobile microfinance shows 20% sales growth via wallet integrations.
Challenges and Solutions in Implementation
Despite the promise, challenges persist: Interoperability issues across platforms, cybersecurity risks, and rural connectivity gaps. Solutions include partnering with aggregators like TerraPay for unified access. Educate users via co-branded campaigns to build trust. For security, adopt biometric verifications now standard in MoMo and Airtel.
Regulatory hurdles vary; in Ethiopia, adoption is rising post-liberalization. Measure ROI with metrics like transaction uplift and engagement rates.
Case Studies: Real-World Success
In Ghana, MTN MoMo's integration with local e-commerce led to 40% transaction growth, per CBS research. Rwanda's Tigo-Pesa promotions during holidays boosted user acquisition by 15%. In Nigeria, Airtel Money's microloan tie-ins with retail promotions increased basket sizes by 25%.
These examples illustrate how tailored strategies yield tangible results, from poverty reduction to business scaling.
Conclusion
Integrating mobile money beyond M-Pesa into your marketing strategy positions your brand at the forefront of Africa's digital economy. With platforms like MTN MoMo, Airtel Money, and Orange Money driving innovation, the opportunities for payments and promotions are limitless. Stay ahead by monitoring trends and adapting to user needs—for more insights, explore our Africa Fintech Trends post.
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