03 July 2025
Kenya’s mobile money sector experienced notable growth in the first quarter of 2025, with subscriptions rising by 7.3% to reach 45.4 million users, according to the latest data from the Communications Authority of Kenya (CA).
The agency’s Third Quarter Sector Statistics Report for the 2024/2025 financial year, covering January to March 2025, revealed that this expansion has pushed the country’s mobile money penetration rate to 86.6%.
The report highlighted that the increase in mobile money subscriptions coincided with a rise in active mobile (SIM) subscriptions, which grew by 6.7% to 76.2 million, translating into a penetration rate of 145.3%. The CA attributed this growth to various customer win-back campaigns launched by service providers during the period, which successfully drew more users back into the mobile telecommunications ecosystem.
While overall mobile money subscriptions continued to expand, the report noted a shift in market dynamics. Safaricom’s flagship service, M-PESA, which has traditionally dominated the sector, saw its market share decline to 90.8% from 94.9% in the same quarter last year. This marks a significant decrease for the leading provider, indicating increasing competition in the market. Airtel Money, on the other hand, strengthened its position, raising its market share from 5.1% to 9.1%, reflecting Airtel Kenya’s ongoing efforts to deliver more affordable and accessible financial services through initiatives such as zero-rated transactions and enhanced interoperability.
