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A personalized, interactive WhatsApp chatbot provides micro-retailers with practical guidance on digitizing operations and borrowing responsibly
Mastercard Strive has partnered with Arifu, a digital content and interactive learning platform, to support micro-retailers in sub-Saharan Africa to digitize their businesses and build resilience to future economic shocks. Arifu offers learners bite-sized, interactive training content on a range of topics, including how to build digital confidence, manage money, secure and grow a business, and start a new business.
Phase 01 - WhatsApp Chatbot, in partnership with Jaza Duka
This program builds on Arifu’s previous work with the Mastercard Center for Inclusive Growth that provided 18,000 micro-retailers in Kenya and 20,000 micro-retailers in Nigeria with access to financial and business training content to complement the Jaza Duka digital credit offering.
Content can be accessed by sending a message to WhatsApp +254 701 716962 or Arifu’s WhatsApp Open Marketplace at +254 735 040081, or via SMS by sending the word BIZZ to 22744 within Kenya By leveraging both SMS and WhatsApp channels to deliver content. Arifu meets micro-retailers on the digital channels they are already accustomed to using; the inclusion of the SMS option is particularly important in light of the fact that data constraints deter some users from WhatsApp. This illustrates the importance of both content design and the choice of delivery channels in driving uptake of training programs.
Several design and delivery features were tested through the program, including:
Jaza Duka, Swahili for “fill up your store,” enables micro-merchants to access short-term working capital based on historical sales data from Unilever. Merchants use Jaza Duka credit to purchase products from distributors, enabling them to keep their stores better stocked and diversify the products they can stock in their shops. To further support merchants, Arifu rolled out a training program for merchants to encourage responsible use of credit and to build other critical business skills.
As a result of Arifu’s training, Jaza Duka learners reported larger monthly revenues, greater financial resilience, more extensive usage of formal bookkeeping, and a better understanding of financial concepts.
With Mastercard Strive, Arifu has been able to expand the offering to cover a larger range of relevant topics and improve its content by integrating learnings gained from earlier work. Through additional partnerships to be announced soon, the program will also reach more merchants in more countries across the region.
Phase 02 - MoMo Coach, in partnership with MTN Group
Mastercard Strive has partnered with Arifu and MTN Group to support about one million small businesses in Cote’ D’Ivoire and Uganda to digitize their operations, increase the use of digital financial services and access digital marketplaces through the MoMo Coach chatbot. This new phase equips small businesses with digital skills, enabling them to adopt digital tools, access capital, and engage more effectively in digital marketplaces.
The MoMo Coach solution, powered by Arifu’s Grasp Platform, uses mobile messaging to deliver micro-learning experiences. It is accessible across multiple channels, including WhatsApp, Telegram, Facebook Messenger, SMS and MoMo. This gives small business owners and entrepreneurs flexibility in accessing practical, actionable tips to unlock growth opportunities in the digital economy.
The program has been rolled out in Côte d'Ivoire and Uganda, reaching over 930,000 MTN customers, merchants, and agents, with more than 75,000 small business owners accessing free digital courses and over 45,000 actively engaging with MoMo Coach. Courses offered include "How to Start Your Business," "Money Management," and "Grow and Secure Your Business." These courses are based on insights derived from MoMo merchants and agents, and they address key challenges like affordability and access to relevant business knowledge—enabling small business owners to navigate the digital landscape.
About Arifu
Arifu has worked with banks, Mobile Network Operators, and digital platforms to help over 1.5 million individuals and small businesses improve their financial, business, and digital skills.
About MTN Group Fintech
MTN Fintech, the platform business of MTN Group, is dedicated to revolutionising global financial services through innovative digital technology solutions. Leveraging MTN's extensive reach and expertise in telecommunications, MTN Fintech is committed to advancing financial inclusion for all and empowering communities in Africa. With a primary focus on pioneering mobile financial services, digital payments, e-commerce, short-term insurance, and remittance capabilities, MTN Fintech strives to establish seamless, accessible, and secure financial ecosystems that shape the future of digital finance.
“I had problems stocking my shop before because I lacked the knowledge on how to apply the loans. Through Arifu, I have learned many things.”
Francis Kivathi Mahatia
Arifu Learner in Nairobi
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Training that is delivered to small businesses through digital channels is increasingly promising. It can integrate techniques that increase knowledge retention and user engagement, leading to positive impacts for small business capacity building.
An expanding network for micro retailers, connecting them to market opportunities, a thriving community of peers and mentors, and access to credit.
Kenya
