INDUSTRY // Fin. tech
East Africa advances mobile-first messaging to accelerate financial inclusion
East Africa continues to make steady strides in digital communication, driven by a focus on accessibility and affordability. Infobip’ s 2025 Global Retail and Banking, Financial Services and Insurance( BFSI) Messaging Trends report shows that messaging volumes in the region increased 4.85 %, with WhatsApp usage up 10.3 %, Unstructured Supplementary Service Data( USSD) rising 15.3 % and Short Message Service( SMS) growing slightly by 0.8 %. These trends highlight the central role mobile-first channels such as USSD and WhatsApp play in overcoming infrastructure and cost barriers, particularly in disadvantaged communities.
George Muhia, Head of Enterprise Business, East Africa at Infobip, said:“ The East African region’ s messaging evolution is centered around inclusion. Channels such as USSD offer a gateway for those without smartphones or consistent data access, while WhatsApp provides a familiar and versatile platform for increasingly mobilesavvy users.”
The BFSI sector is a key growth driver, recording an 11.44 % increase in engagement as mobile banking and digital wallets expand access to financial services. From urban centers to rural areas, banks and FinTechs are using mobile-first communication to strengthen customer relationships, streamline onboarding and improve service delivery. This reflects growing demand for simple, secure and affordable financial services that can reach all demographics, regardless of device or connectivity.
Retailers are also benefiting from the mobilefirst shift, using WhatsApp and SMS to deliver promotions, customer support and service updates. For many consumers, particularly younger and more digitally active users,
WhatsApp has become a central hub for daily interactions including engagement with brands and services. Meanwhile, USSD continues to serve as a critical lifeline for millions who rely on feature phones, making it indispensable for financial inclusion and commerce.
Muhia said:“ While wealthier markets may rush toward AI-powered conversational tools, East Africa prioritizes communication that is affordable and widely accessible. Our mobile-first approach is propelling financial inclusion and setting a standard for emerging economies balancing innovation with practicality.”
Although Artificial Intelligence( AI) adoption is not yet as advanced as in some regions, early use cases are emerging. Service providers are beginning to experiment with AI-powered automation for customer service, fraud detection and simple digital interactions.
As infrastructure continues to develop, AI is expected to complement existing mobile-first channels, creating further opportunities for personalization and efficiency.
The report emphasizes that inclusivity underpins East Africa’ s digital growth. Whether using USSD to check balances, SMS for transaction confirmations or WhatsApp for interactive service conversations, the region’ s emphasis on affordability ensures broad participation in the digital economy.
“ Infobip remains committed to enabling East African businesses to design inclusive, customer-centered communication strategies. By combining affordable mobilefirst channels with scalable technology, we are helping organizations build trust, broaden access and support the region’ s growing digital economies,” Muhia said. p
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