In a market defined by digital transformation, price wars, and fluctuating consumer trust, one truth holds firm in Kenya’s telecommunications landscape: Safaricom is king.

With over 37.11 million one-month active users as of March 2025, Safaricom continues to enjoy unparalleled customer loyalty, a cornerstone of its market dominance that stands as a trust signal to consumers, investors, and regulators alike.

A Network of Trust: Safaricom’s Enduring Appeal

Safaricom’s dominance isn’t simply a result of legacy. It is the outcome of strategic execution that blends technological innovation with social purpose.

The company has maintained a market share of 65.2% in Kenya, according to the Communications Authority of Kenya.

While new entrants and alternative providers such as satellite internet options have made their debut, none have succeeded in dethroning Safaricom’s position as the telecom of choice.

What anchors this trust? Consistency, ecosystem breadth, and innovation. Safaricom’s customer base isn’t just large; it’s engaged.

In the past year alone, the company added over 2.5 million new monthly active customers, representing a 7.1% YoY growth.

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M-PESA: A Loyalty Engine for Financial Inclusion

A major contributor to this loyalty is M-PESA. The mobile money platform is not merely a transaction tool; it is an enabler of financial inclusion. As of FY25, M-PESA recorded:

1. 35.82 million active users (+10.5% YoY)
2. KShs 161.1 billion in revenue (+15.2% YoY)
3. Over 1.15 million Pochi tills, enabling microbusinesses to separate personal and business finances
4. 37.15 billion transaction volumes (+29.5% YoY)

M-PESA’s value proposition has deepened over time from peer-to-peer transfers to credit, insurance, savings, and even global payments. These innovations have helped drive customer stickiness across consumer and business segments.

Data and Connectivity: Making the Digital Leap Accessible

Mobile data is another pillar of Safaricom’s value proposition. In FY25, mobile data revenue grew by 15.2% YoY to KShs 72.86 billion, fuelled by:

1. A 13.9% increase in data usage per subscriber
2. A 57% growth in 5G device adoption
3. Affordable data pricing, with the rate per MB falling by 3.3%

By investing in affordable 4G and 5G devices and maintaining Kenya’s widest mobile broadband coverage (98% 4G and 30% 5G), Safaricom ensures that no segment is left behind.

Human Connection: Celebrating 24 Years with the Nation

In 2024, Safaricom celebrated 24 years in business, using the milestone to rekindle its relationship with customers through nationwide Sambaza Furaha roadshows.

These efforts weren’t just marketing stunts; they were trust-building exercises that addressed concerns around data privacy, fraud, and transparency, especially following the politically sensitive demonstrations in mid-2024.

Safaricom also received multiple accolades, including:

1. Top Employer in Kenya and Africa for the 4th Consecutive Year
2. M-PESA voted most loved brand by women
3. ISO certification for data privacy management

Beyond Profit: The Social Footprint

Trust also comes from action beyond core business. Safaricom, through its foundations, has invested KShs 18.4 billion over five years, impacting over 13 million lives in health, education, environment, and humanitarian aid. This commitment to purpose builds emotional equity that no price discount can replace.

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The Investor’s Perspective: Loyalty That Translates to Value

In financial terms, customer loyalty is not just sentiment; it’s strategy. Despite a challenging macroeconomic environment, Safaricom:

1. Grew group service revenue to KShs 371.42 billion (+10.8% YoY).
2. Delivered a 12.7% increase in net income to KSh 95.47 billion.
3. Maintained a dividend payout of KShs 0.65 per share, matching last year despite FX headwinds from Ethiopia.

These outcomes reflect a resilient business model powered by a loyal customer base that forms the foundation of long-term profitability.

Loyalty as a Signal of Enduring Trust

In a digital age where consumers switch services at the click of a button, Safaricom’s hold over 37 million active Kenyans is not incidental.

It is a testament to trust earned through reliable service, innovative offerings like M-PESA, and a deep-rooted commitment to societal wellbeing.

As Safaricom sets its sights on Vision 2030 to become Africa’s leading purpose-led tech company, its greatest asset remains the one that doesn’t appear on a balance sheet: customer loyalty.

Ronnie Paul is a seasoned writer and analyst with a prolific portfolio of over 1,000 published articles, specialising in fintech, cryptocurrency, and digital finance at Africa Digest News.