MTN Mobile Money Uganda Limited has unveiled a new phase of its flagship “Power to Be More” campaign, dubbed “The Power of MoMo,” in a strategic push to accelerate Uganda’s transition toward a cashless economy.
Launched on Wednesday, March 25, the campaign signals a deliberate shift from awareness to active usage, positioning mobile money as an essential, everyday payment solution for millions of Ugandans. The initiative builds on the success of the 2025 campaign, which repositioned MoMo as a broad financial ecosystem, and now sharpens its focus on driving digital payment adoption across all segments of the economy.
At the heart of the campaign is a bold customer value proposition: all payments below Shs5,000 will be processed free of charge. This pricing intervention is expected to significantly lower the cost barrier associated with small-value transactions, encouraging users to transition from cash to digital platforms for routine expenditures such as transport fares, market purchases, and low-value retail payments.
Speaking at the launch, Jemima Kariuki underscored the strategic intent behind the campaign.
“This next phase of our campaign is about embedding MoMo into the daily lives of Ugandans in a way that feels simple, natural, and rewarding. By making payments below Shs5,000 free, we are directly addressing one of the biggest barriers to digital adoption and giving our customers a compelling reason to choose MoMo over cash every single day,” she said.
Kariuki emphasized that beyond cost savings, the platform offers enhanced security, reliability, and traceability of transactions—attributes that are increasingly critical in a digitizing economy.
“MoMo provides a safer way to transact while enabling customers to maintain a record of every payment, which is essential for both individuals and small businesses,” she added.
The campaign further reinforces MTN MoMo’s positioning as more than just a payments platform. Through its integrated ecosystem, users can access a suite of financial services including savings, microloans, investments, and international transactions via a virtual card.
“When you use MoMo, you unlock so much more than just payments. You gain access to a full range of financial tools that empower you to do more with your money, right from your phone. That is the true meaning of the Power of MoMo,” Kariuki noted.
To drive engagement and demonstrate real-world usability, the campaign features a “12-hour cashless challenge,” where influencers navigate an entire day without using physical cash. Through real-time digital content, the initiative showcases how MoMo seamlessly facilitates daily transactions from paying boda boda fares and purchasing food in local markets to settling utility bills and retail purchases.
This experiential marketing approach is designed to shift consumer behaviour by illustrating the practicality and efficiency of digital payments in everyday life, particularly in urban centres such as Kampala.
Customers can participate in the campaign and benefit from free transactions by using the MoMo app or dialing 1653# on their mobile phones. These channels provide access not only to payments but also to a broader suite of financial services including peer-to-peer transfers, savings, credit, and investment products.
As MTN Group deepens its footprint in Uganda’s digital financial services space, its mobile money arm continues to play a pivotal role in shaping the country’s payments landscape.
With “The Power of MoMo” campaign, the company is reinforcing its commitment to innovation and financial inclusion, positioning mobile money as a cornerstone of economic participation and a catalyst for a more efficient, transparent, and cashless future.