Leveraging USSD Applications to Reach Non-Smartphone Users in Kenya
By Admin   25 Apr, 2025

Leveraging USSD Applications to Reach Non-Smartphone Users in Kenya

Smartphones are everywhere, but not everyone owns one. In Kenya, many people still use basic mobile phones, especially in rural areas. So, how do you offer services to this group? The answer: USSD applications.

USSD (Unstructured Supplementary Service Data) apps run on any phone, without internet. You’ve likely used one before — like when dialing *544# on Safaricom to buy data.

This simple technology holds real potential for small businesses, startups, NGOs, and government services.

Why USSD Still Matters in Kenya

Many people in Kenya don’t use smartphones every day. Reasons vary — high data costs, limited coverage, or simply personal preference.

According to the Communications Authority of Kenya, as of late 2023, smartphone penetration stood at around 61%. That leaves millions of mobile users still on feature phones.

USSD bridges the gap.

  • It works without internet
  • It’s compatible with any phone
  • It’s fast and low-cost
  • It’s already familiar to most users

If your company is only building web or mobile apps, you're missing a huge part of your market.

Industries Already Using USSD Effectively

USSD is not new. Many major sectors use it every day.

Here’s how:

  • Banking: Almost every major bank in Kenya offers USSD codes for checking balances, sending money, and paying bills.
  • Agriculture: Farmers use USSD apps to check market prices, receive tips, or access loan information without visiting offices.
  • Healthcare: NGOs use USSD to help people book appointments, get reminders, or find clinics — even in remote areas.
  • Retail: Some companies offer simple USSD-based shopping tools or loyalty programs for feature phone users.

Could your company be doing the same?

What Makes USSD a Smart Business Move

USSD apps are not just for large corporations. Any small or mid-sized business can benefit.

Here’s what you get:

  • Reach more people: Especially those outside urban areas.
  • Improve service delivery: Give customers an easy way to check orders, book appointments, or pay.
  • Lower support costs: Automate queries like “What’s my balance?” or “Where’s my order?”
  • Run surveys or polls: Quickly collect feedback from users without needing an app.

These small wins add up over time.

How to Get Started with a USSD App

Getting a USSD app live in Kenya requires a few steps. But it’s easier than you think when you partner with the right agency.

Here’s what the process generally looks like:

  1. Define the purpose
    What should users be able to do — pay, check info, register, or get updates?
  2. Design the flow
    Keep it simple. Menus should be short and actions easy to follow.
  3. Apply for a USSD code
    This is done through local telcos like Safaricom, Airtel, or Telkom Kenya.
  4. Develop the backend
    This is where the logic lives. A skilled software development company can help you build a secure and responsive system.
  5. Test and launch
    Make sure real users can easily navigate it. Adjust based on feedback.

If you need help building a USSD app for your business, consider working with a professional software development company in Kenya. At The Code Pot Technologies, we build affordable and reliable USSD applications tailored for businesses across different sectors.

A Quick Example

Let’s say you run a microfinance firm offering small loans in rural Kenya. Most of your clients don’t have smartphones, but they all have basic phones.

By creating a USSD app, you can allow users to:

  • Apply for loans
  • Check repayment schedules
  • Get SMS reminders for due dates

This helps you save time and makes your services easier to access. It also helps build trust.

What Should You Avoid?

Don’t make your USSD app too complex. Stick to minimal levels of menus.

Avoid putting long instructions on the screen. Users are often limited by session timeouts.

Also, don’t forget about security. Always validate user inputs, especially when dealing with personal or financial information.

Final Thought

Are you missing out on potential clients because they don’t have smartphones?

USSD apps are not old-school. They’re practical, effective, and still highly relevant. Especially in Kenya, where mobile phone usage cuts across urban and rural life.

If your business is serious about access and growth, USSD might be one of the most practical tools you haven’t fully explored yet.

Are you ready to build one?