Safaricom has introduced a feature allowing customers to send M-Pesa money for free, but only through its My OneApp platform and as part of a broader subscription bundle. The offer, detailed in a July 8 report, waives the standard transfer fees for users who subscribe to the My OneApp service, which bundles various digital offerings from the Kenyan telecoms leader.

The move is seen as an effort to drive adoption of the OneApp ecosystem, which aggregates services like music streaming, video content, and cloud storage alongside M-Pesa's core financial functions. By embedding free transfers within a paid subscription, Safaricom is attempting to increase the perceived value of its digital hub while potentially boosting customer retention. The standard M-Pesa transfer fees, which vary by transaction size, remain in effect for users conducting transactions outside the app or without a subscription.

This development comes as mobile money services like M-Pesa continue to play a foundational role in Kenya's economy, particularly for vulnerable populations. A separate report from July 7 highlighted that mobile money provides a vital lifeline for the unemployed, enabling access to informal loans, savings groups, and remittances when formal employment and banking services are out of reach. The deep penetration of M-Pesa, which is used by tens of millions of Kenyans, makes it a critical tool for financial resilience.

The Kenyan government has recently provided a measure of relief for mobile money users. In 2026, it was confirmed that a 16% Value Added Tax (VAT) would not be applied to money transfer fees charged by M-Pesa and its main rival, Airtel Money. This decision followed public consultations and maintains the current tax treatment, avoiding an additional cost burden on a service integral to daily commerce and person-to-person payments.

Meanwhile, the parent entity behind M-Pesa is exploring new technological frontiers to improve cross-border payments. M-Pesa Africa, in partnership with Visa and digital payments network Onafriq, has launched a pilot in the Democratic Republic of the Congo (DRC) using stablecoins—digital currencies pegged to a stable asset like the US dollar. The pilot aims to test whether blockchain-based stablecoin transfers can significantly reduce the cost and time required for international remittances, a persistent pain point across the continent.

Safaricom's strategy with OneApp reflects a broader trend among African fintech leaders to create interconnected digital ecosystems that lock in users. By making a high-frequency, essential service like peer-to-peer transfers free within a specific environment, the company hopes to make its broader suite of paid digital services more attractive. The success of this tactic will depend on whether customers perceive the overall subscription value to outweigh the cost, especially when standard M-Pesa transfers, while not free, remain widely accessible and relatively low-cost.

The offer also underscores the competitive dynamics in East Africa's digital finance space, where customer loyalty is increasingly fought for through bundled value rather than standalone products. As M-Pesa expands its technical capabilities through ventures like the DRC stablecoin pilot, its core service in Kenya is being leveraged as a strategic tool to deepen engagement with Safaricom's wider digital ambitions.