Mobile money subscriptions in Kenya surged by 7.3% to 45.4 million users in the quarter ending March 2025, according to the Communications Authority of Kenya (CA) Third Quarter Sector Statistics Report for the Financial Year 2024/2025. This growth has driven the country’s mobile money penetration rate to an impressive 86.6%.
The CA attributes the rise in mobile money usage to a parallel 6.7% increase in active mobile (SIM) subscriptions, reaching 76.2 million and reflecting a 145.3% penetration rate. “This growth in active mobile subscriptions is driven by effective customer win-back campaigns by operators,” the CA noted in its report.
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However, the mobile money market is witnessing a shift in dynamics. Safaricom’s M-PESA, the long-standing market leader, saw its share drop to 90.8% from 94.9% a year ago, signaling a notable decline. Meanwhile, Airtel Money gained significant ground, boosting its market share to 9.1% from 5.1% in the same period. Airtel Kenya’s growth is fueled by its focus on affordable financial services, including zero-rated transactions and enhanced interoperability.
The CA’s report highlights the increasing role of mobile money in Kenya’s digital economy, with operators’ strategic efforts driving both accessibility and competition. As mobile penetration and financial inclusion continue to rise, Kenya solidifies its position as a global leader in mobile money adoption.
