In emerging markets, scale is defined less by innovation alone and more by accessibility. While mobile apps offer rich features and personalized experiences, their reach is often limited by smartphone penetration, data costs, and digital literacy. USSD, on the other hand, works on any basic handset, requires no internet, and delivers consistent performance even in low-bandwidth environments. For financial services aiming to reach millions quickly and reliably, USSD continues to outperform mobile apps in scale, inclusivity, and cost efficiency—making it a critical channel for true financial inclusion.
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