Kenya’s telecommunications sector, once synonymous with Safaricom’s dominance, is undergoing a quiet revolution as Airtel Kenya gains ground with growing confidence. The company’s surge in subscriber numbers and strategic market positioning is rapidly reshaping the competitive landscape.
According to new data from the Communications Authority of Kenya (CA), Airtel registered 3.01 million new SIM cards in the first quarter of 2025, outpacing Safaricom, which added 1.7 million over the same period.
This growth pushed Airtel’s total active SIM cards to 24.5 million by March 2025, a 13.95 per cent increase from 21.5 million at the end of 2024. In comparison, Safaricom’s subscriber base grew by a modest 3.6 per cent, reaching 48.2 million.
Other players including Equitel, Telkom and Jamii Telecommunications (JTL) lagged behind with 1.5 million, 1.2 million and 700,000 subscribers respectively. Crossing the 24 million mark is a symbolic milestone for Airtel, which has long grappled with the perception of being Safaricom’s perennial underdog.
“We are deeply humbled by the support of over 24 million customers who continue to believe in us. This is not the destination, it is part of a longer journey,” said Airtel Kenya Managing Director Ashish Malhotra.
“We are committed to Kenya, and whilst we have made huge investments, our mission of enriching lives and driving progress is still not done.” While regulatory pressure to improve network coverage has played a role, Airtel’s success is deeply rooted in bold partnerships, digital innovation, and a generational shift driven by trust — or the lack of it.
Read the full story in the August issue of Nairobi Business Monthly.
