Kenya has become the first African market to introduce Video Ring Back Tone (VRBT) technology, transforming the traditional caller waiting experience by integrating short-form videos that allow users to personalise the moments before calls are answered, a development driven by Safaricom in partnership with Huawei.
The service, branded as VybCall, builds on nearly two decades of experience with Safaricom’s Skiza music platform and signals a strategic evolution in mobile entertainment, digital engagement, and monetisation opportunities for content creators and brands across the country.
“VybCall will help the amazing creatives in Kenya, which is just one of the many ways that Huawei works with our partners to develop innovative technologies which improve customer experience and drive economic growth,” said Gavin Gao, Huawei Kenya CEO, explaining the operational and economic rationale behind the partnership.
The service is designed to run on the Safaricom Neon range, select Samsung and Oppo devices, and Xiaomi’s Redmi A series, with planned expansion to Vivo devices in the second quarter of 2027; customers can activate the service by dialling *860# on compatible devices or through the mySafaricom App portal.
“As a technology-first business, we are constantly innovating to take technology closer to the people, beyond connectivity and devices, through localised, relevant experiences,” said Peter Ndegwa, Chief Executive Officer at Safaricom, explaining the strategic intent behind the launch.
He framed the initiative as part of a broader strategy to deepen digital lifestyle adoption in Kenya, linking entertainment services to increased platform engagement and data consumption.
“The launch of Kenya’s first Video Ring Back Tone service is one way that we are transforming daily moments creatively, buttressing our commitment to innovation,” said James Maitai, Chief Technology and Information Officer at Safaricom, outlining how the service provides customers with choice and control while extending engagement across Safaricom’s network.
The VRBT solution integrates with Safaricom’s existing mobile infrastructure, which covers over 99 percent of Kenya’s population, allowing seamless delivery of curated content while maintaining network efficiency.
“Early feedback shows that users engaging with personalised video ring tones increase data usage on average by 15–20 percent per month,” said a Safaricom product manager, highlighting the commercial implications for mobile data revenue growth and network capacity planning.
VybCall converts previously idle caller time into curated visual experiences, giving brands and creatives new channels for engagement while potentially generating incremental revenue streams in the Ksh 10,000–50,000 range per month per creator, depending on adoption and content reach.
The introduction of VRBT reflects global trends in short-form video consumption and represents a continuation of Safaricom’s long-term strategy to innovate beyond core voice and messaging services, blending digital entertainment with platform infrastructure to foster economic opportunities for local creators.
By expanding user engagement with interactive content, Safaricom and Huawei are creating a new ecosystem where mobile networks catalyse creative economies, enhance digital experiences, and provide alternative revenue streams for local talent, reinforcing Kenya’s role as a continental leader in mobile innovation.
Kenyan Business Feed is the top Kenyan Business Blog. We share news from Kenya and across the region. To contact us with any alert, please email us to [email protected]
