Rehema Msongole, a vendor of livestock, fruits and vegetables, today watched her life change with the spin of a digital app.
Msongole, who had never owned a television, won her first TV while sending money to her child through the My Airtel Money App as part of Airtel Tanzania’s “Mwaka Umenyooka na My Airtel Money App” campaign.
“Until now, I would go to neighbors’ homes with my children and grandchildren to watch TV. I am grateful that this small transaction has given me something my family and I can enjoy every day,” she said, capturing the emotional lift that came with the unexpected prize.
Msongole’s story is emblematic of a larger shift in Tanzania’s financial landscape. According to the latest sector report from the Tanzania Communications Regulatory Authority (TCRA), mobile money accounts more than doubled between 2021 and December 2025, rising from about 35 million to over 76 million active accounts.
Airtel Money’s active accounts increased to 14,180,725 in December from 13,495,550 in October, a gain of 685,175 accounts, representing quarterly growth of about 5.1%.
Mobile money transactions also surged from roughly 3.7 billion to more than 6.3 billion over the same period, reflecting broad adoption of digital financial tools across the country.
Airtel Money processed 119.4 million transactions in the fourth quarter of 2025, up from 106.7 million in the corresponding quarter of 2024, suggesting higher account activity and broader uptake of digital payments for transfers, merchant payments and bill settlements.
The regulator says this growth has helped make payments easier, more secure and more inclusive, especially outside formal banking networks.
Among other winners celebrated in the campaign was Calvin Humphrey, a website developer from Dar es Salaam.
After completing a TZS 40,000 transaction on the My Airtel Money App and participating in the app’s digital spin game, he walked away with a brand‑new motorcycle.
“Winning this motorcycle is a huge relief. It will make my deliveries faster and help me reach clients more cheaply,” Humphrey said, noting he also plans to generate extra income by transporting passengers.
The campaign further recognized Hija Riyembe, who won a TV after sending a TZS 50,000 transaction on behalf of his mother in Morogoro, as well as Eugen Ngalapa, Gilbert Kamukala, Juma Musa and Oinoty Kuyam, all among the TV prize winners.
Last week, Airtel Tanzania has also awarded other motorcycles and a Mazda CX‑5 under the campaign, with additional prizes planned before its conclusion.
Zainab Maalim, Head of Products & Partnerships – Airtel Money, stresses that the initiative is about more than prizes.
“Our goal is to promote financial inclusion by making digital transactions accessible, safe and convenient,” she said, noting that customers who transact via the app — from money transfers and bill
The linking everyday transactions to tangible rewards can accelerate mobile money adoption, deepen financial inclusion and help transform how Tanzanians handle money in a rapidly digitalising economy.
