Airtel Kenya has overtaken Safaricom in total mobile subscriptions for the first time, reaching 24 million users in the first quarter of 2025, marking a turning point in one of East Africa’s most competitive telecom markets.
The company added 3.01 million new SIM card users in Q1 alone, outpacing its main rival and signalling a significant shift in market dynamics.
Long the second-largest operator in Kenya, Airtel is now emerging as the new industry leader, challenging Safaricom’s dominance in voice, data, and mobile money.
Airtel Kenya’s aggressive marketing strategies
Experts credit Airtel’s gains to its aggressive marketing strategies and upgraded network infrastructure, which have raised customer satisfaction and service quality.
Attracting new users has also been greatly aided by the company’s emphasis on reaching underserved areas.
The company’s mobile money service, Airtel Money, which has been gaining ground against Safaricom’s M-Pesa, is anticipated to benefit from the increase in subscribers.
Airtel Money, which currently has over 3.7 million users, is well-positioned to challenge M-Pesa’s established hegemony in the mobile payments industry.
Airtel Kenya’s commitment to sustaining its growth trajectory
The management of Airtel Kenya has stated that to sustain this growth trajectory, the company will keep investing in network expansion and cutting-edge services.
Recent initiatives meant to increase customer engagement and loyalty are expected to further cement Airtel’s position in the market.
Investors and market analysts have reacted enthusiastically to the news of Airtel’s subscriber growth, viewing it as a sign of the company’s potential for long-term profitability.
With total mobile subscriptions increasing by 6.7 per cent in Q1 2025, the Kenyan telecom industry is seeing a renaissance after years of stagnation.
In addition to changing its competitive environment, Airtel Kenya is reshaping the future of mobile communications in Kenya as it surpasses the 24 million subscriber milestone.
Thanks to its strategic initiatives and continuous investments, Airtel is well-positioned to maintain its upward trajectory in the upcoming quarters.
About Airtel
Airtel is one of the top telecom providers in the world, operating in 20 Asian and African nations.
The company, which has its headquarters in New Delhi, India, is one of the world’s top three mobile service providers by number of subscribers.
Airtel Africa is a prominent telecommunications and mobile money provider that operates in 14 African countries, mostly in East, Central, and West Africa.
Airtel Africa provides its customers with a comprehensive range of telecommunications services, including mobile money services both domestically and abroad as well as mobile voice and data services.
Through streamlined customer journeys, the Group hopes to maintain its reputation for offering a straightforward and easy-to-use customer experience.