Telecommunication giant Safaricom PLC has hit a historic milestone, surpassing 50 million customers across its mobile network in Kenya, further cementing its position as the biggest mobile network in the country.
The growth, partly attributed to a yearlong customer engagement drive, highlights trust, loyalty, and partnership of Kenyans over the last two and a half decades since the telco started operations in Kenya.
“We are honoured by the trust that over 50 million Kenyans have placed in us. This milestone reflects the deep connection we have built with Kenyans over the past two and a half decades, and as we approach our silver jubilee, we recommit ourselves to always being a force for good and creating what’s next for our customers,” said Dr. Peter Ndegwa, Group CEO, Safaricom PLC.
Over the past year, Safaricom has accelerated its focus on customer engagement and experience, through initiatives such as Sambaza Furaha and M-PESA Sokoni, which have helped the company take services and joy closer to customers across the country.
From just 17,000 customers when it began in 2000 to now serving over 50 million, Safaricom’s journey is deeply intertwined with the story of modern Kenya, one of innovation, resilience, and progress.
The telco recently made history as the first company in the East African region to cross the Sh387.7 billion ($3 billion) mark in annual revenue.
This milestone was marked in the financial year ended March 31, 2025, in which Safaricom also posted a 10.8 percent growth in net profit to Sh69.8 billion.
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Beyond Kenya, Safaricom has successfully expanded its operations to Ethiopia, where it has also recently achieved a significant milestone, surpassing 10 million customers as of July 2025.
“Our journey has always been about putting customers first, and this achievement is a direct reflection of that dedication. Looking ahead, our next chapter will be about deepening impact, personalising customer experiences, and driving Kenya’s digital transformation agenda,” added Dr. Ndegwa.
Since it began operations, Safaricom has pioneered transformative innovations such as M-PESA, which has evolved into a comprehensive digital financial ecosystem.
In the year ending March 31, 2025, the mobile money platform generated Sh161 billion of Safaricom Kenya’s service revenue, representing a 44.2 per cent contribution to the service in Kenya alone.
The platform serves over 34 million users, more than 300,000 agents across Kenya, and over 1.5 million micro, small and medium-sized enterprises that utilize M-Pesa solutions such as the Pochi la Biashara and Buy Goods services.
Beyond financial services, Safaricom has also invested heavily in connectivity by pioneering 3G, 4G, and 5G networks as well as availing high-speed internet to homes and businesses.
Data from the Communications Authority of Kenya (CA) shows that the telco is Kenya’s leading fixed internet provider in both connections and market share.
The telco recorded 678,118 fixed internet subscriptions as of March 2025, up from 621,149 in the previous quarter. This growth pushed its market share slightly higher to 36.5 percent, from 36.1 percent.
Safaricom further continues to play a critical role in Kenya’s economic and social development. In the last financial year, the company contributed Sh722 billion to the Kenyan economy, sustaining over 1.28 million jobs.
Additionally, more than 8 million Kenyans have benefitted from community projects delivered through the Safaricom and M-PESA Foundations, which continue to drive access to education, healthcare, and economic empowerment opportunities.
From the success story of Safaricom, there are several lessons that businesses can learn:
Customer is king
Safaricom has been keen on customer engagement and experience through forums, personalized platforms, targeted campaigns, and strategic partnerships.
The telco is leveraging technology, including AI, to deliver tailored experiences that create meaningful connections with customers through platforms such as Zuri, M-Pesa Super app, and Hook, among others.
Profits and purpose are not mutually exclusive
Purpose is the galvanizing force that leads to the success of a business. Safaricom has been keen on delivering its purpose to transform lives by connecting people to people, opportunities, and information. This has seen it remain successful in all its businesses amid stiff competition.
Every change is adaptable
During the COVID-19 pandemic, the Central Bank of Kenya directed mobile money providers to scrap charges on transactions below Sh1,000 and on transfers from Bank accounts.
What sounded like a blow to telcos left a positive mark on M-Pesa, which recorded increased transaction volumes. The platform recorded a threefold increase in the number of transactions that are chargeable per customer.
“Even if we have made many transactions free, the number of transactions that are chargeable per customer has tripled. So, we’ve made many transactions free but those who are now transacting with M-PESA are using three, four times what they were using,” said Dr Ndegwa.
