Safaricom has unveiled two major digital innovations — Video Ring Back Tones (VRBT) and Daraja 3.0 — during its Decode 3.0 Summit, held at the Sarit Expo Centre in Nairobi. These advancements are part of the company’s continued efforts to enhance user experiences and empower developers within the growing digital economy.
Video Ring Back Tones (VRBT): A New Call Experience
Redefining the traditional call setup, Safaricom introduced Video Ring Back Tones, allowing users to personalize what callers see while waiting for the recipient to answer. This visually engaging upgrade replaces standard audio ring tones with curated video clips.
Key Features of VRBT:
- Custom Video Content: Users can select music videos, personal messages, or promotional clips to display during incoming calls.
- Business Utility: Brands can use VRBT to showcase offers, services, or announcements, turning waiting time into a marketing opportunity.
- Monetization for Creators: Content producers and advertisers can deliver targeted video content, opening new revenue channels while enhancing user interaction.
With VRBT, Safaricom reinforces its leadership in mobile personalization and interactive communications.
Daraja 3.0: A Leap in M-PESA Developer Tools
The summit also saw the launch of Daraja 3.0, the next-generation version of Safaricom’s API platform, designed to improve integration with the M-PESA ecosystem for developers and businesses.
Highlights of Daraja 3.0:
- Advanced API Architecture: More secure and adaptable APIs make it easier for developers to build seamless payment solutions.
- Improved Developer Experience: Enhanced documentation, tools, and a dedicated support system simplify onboarding and technical implementation.
- Broader Business Access: Daraja 3.0 supports businesses of all sizes, from startups to enterprises, boosting digital financial inclusion.
With over 100,000 developers already using the platform, the upgrade cements Daraja’s role as a key driver of digital commerce and fintech integration in Kenya and beyond.
Safaricom’s Broader Vision
These launches align with Safaricom’s TechCo strategy, aiming to transform into a full-fledged technology company by 2030. According to Group CEO Dr. Peter Ndegwa, VRBT and Daraja 3.0 reflect the company’s mission to shape East Africa’s digital future through innovation, partnerships, and economic empowerment.
The summit also highlighted Safaricom’s ongoing collaborations with Huawei, Dell, Oracle, and AWS, reinforcing its commitment to supporting Kenya’s Vision 2030 goals.
From personalized caller experiences to developer-centric tools, Decode 3.0 showcased Safaricom’s drive to lead Africa’s digital transformation, offering both consumers and creators new ways to connect, engage, and grow.
