Kenyan sports betting company, SportPesa, has launched a USSD feature for its customers who do not own smartphones or have internet access.

The betting platform which was previously only available via the web or their mobile app will now allow customers who do not have access to those two channels to place bets. To use the USSD feature, registered sports fans and gaming enthusiasts will dial the short code *790# to place their bets.

TechMoran reports that the USSD feature also improves user experience by making it easier to place bets. Speaking on the introduction of the new feature, SportPesa’s Chief Marketing Officer, Kester Shimonyo says, “We have been listening to the feedback from our clients and this is what many have been asking for.”

SportPesa recently entered the United Kingdom market, sponsoring the Hull City football team in a historic three-year deal.  The company has also announced its intention to extend into at least four continents next year.

There’s been an upsurge in the introduction of USSD features by Kenyan companies in recent months. While 89% of Kenyans own mobile devices, internet penetration sits at 68 percent. It seems Kenyan companies have decided to cash in on the remaining citizens with mobile phones but without access to the internet by introducing USSD features. Smart move.

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