PayJoy broadens access to smartphones for South Africans

15 October 2025, Johannesburg: Since launching in South Africa 5 years ago, PayJoy,  focused on providing flexible smartphone access to emerging market communities, with over 17 Million customers across South Africa, South America, Mexico, and Indonesia. As the first-to-market in South Africa’s smartphone rental industry , PayJoy is making critical strides to bridge the country’s digital divide and enable financial inclusion.

In South Africa, mobile technology has been instrumental in driving both financial and digital inclusion. Despite widespread mobile penetration across the continent, research shows that only 47% of devices in use are smartphones, while 35% remain basic feature phones with limited functionality. As the digital economy expands, smartphone access has become essential — enabling participation in education, commerce, and financial services that are increasingly mobile-first.

350 million people across Africa are disconnected from the formal financial ecosystem. The implication is that without formalised track records and credit footprints, this underserved sector will remain unconnected. South Africa faces the same challenge as the rest of the Global South. Approximately 19% of South Africa’s annual GDP is contributed by the digital economy. Increasing access to smartphones can, therefore, directly improve participation in South Africa’s modern economy and address unemployment.

In response to this need and demand, the total value of the smartphone rental industry in South Africa is expected to grow annually, attracting interest from both fintech and retail players. Among the frontrunners is PayJoy, which operates hundreds of in-store kiosks nationwide, a physical footprint that continues to grow as the company works to bring smartphone access to more South Africans.

“In an era where smartphones are gateways to opportunity, PayJoy’s local footprint continues to expand month-by-month, signaling the real, tangible impact that smartphone-enabled access is delivering for South Africans,” says Deon Verster, PayJoy’s Country Manager for South Africa. “Affordable access to smartphones and related digital services fulfil a critical need in areas such as education, employment, healthcare, and financial tools.”

Currently, PayJoy is seeing over one million customer transactions each month, a clear signal that the rental model is working for the South African market. 

South Africans only need a government-issued ID and required deposit amount to unlock a previously inaccessible device choice from local retail partners. With a market-leading range of smartphones from leading brands, PayJoy makes it simple for South Africans to find the device that best suits their needs and budget.

Apart from access to smartphone technology, customers with no existing credit record now have the means to build a credit history. PayJoy is helping to empower individuals and communities alike by enabling phone access and creating employment for over 1,200 sales representatives across various PayJoy distribution channels.  This approach not only supports the retail value chain but also strengthens local communities by providing meaningful work and access to technology.

Looking ahead, PayJoy continues to grow its footprint within South Africa, reaching more communities and making smartphones accessible to even more customers. Alongside this expansion, we are excited to introduce a range of new products in 2026, designed to meet evolving customer needs.

Image credit: Freepik