Centili adds Easypaisa -e-Wallet, improves monetisation potential for global brands in Pakistan

Pakistan's Easypaisa e-Wallet has been added to the Centili monetisation platform and is now available for integration to global digital merchants in only a few steps. With Centili removing technical and commercial complexity, international merchants get an easier path to adding Easypaisa as a convenient way to pay for their games, music, video, e-learning and other types of digital content they sell in Pakistan.

Operated by Telenor Microfinance Bank, Easypaisa has grown steadily and has revolutionised the country's financial landscape. It is the oldest and one of the most widely used platforms for digital financial transactions in Pakistan, where 80 percent of people don't use a bank account. Trusted by millions of consumers, Easypaisa is vital for any monetisation strategy that concerns Pakistan.

„We are thrilled to make Easypaisa available via our monetisation platform. E-Wallets continue to transform the financial ecosystem of Pakistan, unlocking opportunities in digital content distribution, discovery, and monetisation. Centili platform enables merchants to connect to Easypaisa quickly and easily; we also remove the hassle of managing multiple commercial relationships. With this, we act as both technical and commercial facilitators in the otherwise complex international monetisation environment“, said Milan Kekic, SVP Digital Acquisitions at Centili.

Over 175 million people in Pakistan - nearly 80% of the population – used e-Wallets in 2020, according to Statista. They have seen a huge growth in adoption, and the trend is expected to continue. E-Wallets are often described as more secure than credit cards; they offer frictionless checkout experiences, adjacent services, and reward programs that keep fuelling adoption in countries where access to credit cards and traditional banking services is scarce.

For years now, this has propelled the growth of alternative avenues for digital financial transactions, built around the telco-backed connectivity and heavy use of mobile phones. According to Juniper Research, the value of global digital wallet transactions will exceed $12 trillion in less than four years, up from $7.5 trillion in 2022.