For millions of Kenyans, buying data, sending money, paying bills and managing mobile services has become a routine part of everyday life. The challenge has often been jumping between different apps, USSD codes and platforms to complete simple tasks.
Safaricom is now attempting to change that through its "Pata More" campaign, which combines bigger data bundles with a push to get more customers using My OneApp, a platform that merges M-PESA and mySafaricom into a single application.
The move comes at a time when demand for mobile data continues to grow as more Kenyans rely on smartphones for work, business, entertainment, education and financial services.
More data for the same price
The biggest attraction for many customers will be the enhanced data bundles. Under the new offers, customers purchasing the Ksh20 daily bundle will now receive 250MB, up from the previous 150MB, with the bundle remaining valid for 24 hours.
Those buying the Ksh99 daily package will receive 1.5GB, compared to the previous 1GB, also valid for one day.
For customers who consume more data every month, Safaricom has also introduced a KSh1,000 monthly bundle offering 21GB valid for 30 days.
The packages are available through My OneApp as well as via the USSD numbers *544# and *555#, allowing customers to continue using familiar channels while also encouraging migration to the company's digital platform.
The changes are aimed at giving subscribers more value without increasing the purchase price, a move likely to appeal as internet usage continues to rise across the country.
One app for everything
Beyond data bundles, Safaricom is positioning My OneApp as the centre of its digital ecosystem.
Instead of switching between the M-PESA app and mySafaricom, customers can access both services from a single platform. Users can send money, make Lipa na M-PESA payments, buy airtime, purchase data bundles, check balances, download M-PESA statements, access Fuliza, manage their Pochi Wallet and even carry out international money transfers.
The application also includes services such as Bill Manager, Cost Calculator, Tunukiwa offers, personalised data bundles, roaming packages, entertainment bundles and Sambaza airtime transfers.
For customers who frequently contact Safaricom for support, the app also provides customer care services, fraud reporting, PIN management, subscription management and PUK retrieval.
One notable feature is that My OneApp offers zero-rated access, meaning customers can use the application without consuming their existing data bundles once mobile data is switched on for SIM detection.
Banking without leaving the app
The platform also serves as a gateway to several financial products linked to M-PESA.
Customers can access ZiiDi, M-Shwari, KCB M-PESA, Tuunza Mapato and M-PESA Ratiba directly from the application, eliminating the need to navigate multiple services separately.
This reflects the growing role of M-PESA beyond money transfers, with the platform increasingly integrating savings, lending, insurance and investment products into one digital ecosystem.
Focus on small businesses
Safaricom is also targeting entrepreneurs, freelancers and small businesses through Pochi la Biashara and M-PESA Business Till.
Pochi la Biashara allows users to separate personal and business finances, making it easier to monitor income and expenses without opening a traditional business account.
Business owners can also access ZiiDi Pochi savings, purchase specialised data bundles, obtain Tuunza Mapato insurance and earn additional income by selling airtime.
The platform also provides access to Taasi Pochi, a credit facility designed for eligible businesses.
Perhaps the most immediate financial benefit is the reduction in transaction charges. Customers paying into a Pochi la Biashara account will now pay a maximum transaction fee of Ksh50, down from the previous maximum of Ksh108, depending on the amount being transferred.
Merchants transacting directly from their Pochi Wallet will also benefit from the reduced maximum charge of Ksh50.
The lower fees could make digital payments more attractive for small businesses that process multiple transactions every day.
Why it matters
Safaricom's latest campaign is about more than offering extra megabytes. It reflects the company's strategy of bringing communication, payments, financial services and customer support under one digital platform while encouraging customers to spend more time within its ecosystem.
For consumers, the immediate gains are larger data bundles, simplified account management and access to multiple services from a single application.
For businesses, lower transaction charges, easier financial tracking and integrated savings, insurance and credit products could reduce operating costs while making digital payments more convenient.
As competition in Kenya's telecommunications sector increasingly shifts from voice services to digital platforms, campaigns such as "Pata More" signal that operators are focusing less on simply selling data and more on becoming everyday digital hubs for both individuals and businesses.
