GTCO *737# Usage Plummets 64% as Nigerian Consumers Embrace Mobile Apps
For years, USSD technology has been instrumental in driving financial inclusion across Africa, providing a crucial bridge to the digital financial system for millions without smartphones or reliable internet access. USSD codes became ubiquitous, complementing nearly every digital payment solution on the market. However, the latest data suggests a significant shift, with mobile applications rapidly eclipsing USSD in popularity.
# The Decline of USSD: A Case Study with GTCO
A prime example of this trend is the performance of GTCO’s *737USSD service, which was once a major driver of digital payments. In the first half of 2024, the service processed transactions worth ₦987 billion ($676.97 million). Fast forward to the first half of 2025, and that figure has dramatically decreased to ₦499 billion ($342.26 million). This represents a staggering 64% drop in transaction volume, falling from 137 million to just 49 million. This significant decline indicates a clear preference among Nigerian consumers for mobile banking apps, signaling a potential paradigm shift in digital financial services usage.
The substantial decrease in GTCO *737transactions underscores a broader trend of increased mobile app adoption in Nigeria. As smartphone penetration grows and mobile data becomes more affordable, more Nigerians are opting for the richer user experience and enhanced functionality offered by mobile banking applications, ultimately moving away from reliance on USSD services.
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