The Lower Eastern Times Opening The Third Eye
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Airtel Money has crossed the 10% market share mark for the first time, intensifying competition for Safaricom’s M-Pesa, whose share has dropped below 90% for the first time.
Data from the Communications Authority (CA) for the September 2025 quarter shows Airtel Money’s market share rising to 10.3%, continuing a growth trend observed since 2023.
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Meanwhile, M-Pesa’s share slipped to 89.7%, down from about 95% in 2023 and 90.8% earlier in 2025, reflecting a gradual shift in a market long dominated by the platform.
Airtel Money’s growth is attributed to lower transaction fees, expanded agent networks, and competitive pricing, while smaller players like Telekom’s T-Cash remain below 1% market share.
Active mobile money users in Kenya grew to 47.7 million, representing 91% penetration, up from 77.3% a year earlier. Mobile money remains a key part of the economy, contributing 6.59% of national payments, with monthly transaction volumes rising from 1.3 million in 2007 to 309 million in 2024.
The average daily transaction value also surged from Sh125.7 million in 2007 to Sh25.1 billion in 2024.
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Kenya’s mobile market also continued expanding, with active SIM subscriptions rising 2.1% to 78.3 million, giving a penetration rate of 149.4%. Most users hold multiple SIMs, with prepaid lines making up 98% of subscriptions. Growth has been driven by network expansion, rising device ownership, and increased reliance on mobile digital services.
As operators roll out more 4G and 5G networks, sector analysts expect mobile subscriptions and mobile money usage to continue growing in the coming months.
