Apps and chatbots get the headlines, but in Kenya two older technologies still carry millions of transactions a day: USSD and bulk SMS. They work on every phone, need no data bundle and reach customers in every county. Used together, they cover the whole customer journey: USSD lets customers do something, and SMS confirms it and brings them back. This guide explains how Kenyan businesses combine them, with examples you can copy.
USSD vs SMS: what each one does best
| USSD | Bulk SMS | |
|---|---|---|
| Direction | Customer starts it by dialling your code | You start it by sending a message |
| Interaction | Live menu: choose, enter, confirm | One-way message (or a keyword reply) |
| Best for | Balances, applications, payments, registrations, surveys | Receipts, reminders, alerts, OTPs, announcements |
| Record | Disappears when the session ends | Stays in the customer's inbox |
| Works on | Every phone, no data | Every phone, no data |
The weakness of each is the strength of the other. A USSD session leaves no record, so an SMS receipt closes the loop. An SMS cannot collect choices from the customer, so a USSD code does it for you.
How USSD and SMS work together: five real flows
1. Loan application and disbursement
A customer dials your code, checks their limit and applies. Your system approves the loan and sends it to M-Pesa, and an SMS confirms the amount, due date and repayment instructions. A few days before the due date, an automatic SMS reminder goes out.
2. SACCO balances and contributions
Members dial the SACCO's code for their balance, mini-statement or loan status instead of visiting the office. Every contribution received triggers an SMS receipt, and AGM notices go out as bulk SMS.
3. School fees
Parents dial the school's code to check a fee balance and get paybill details. The school sends fee reminders and results by bulk SMS to each class or stream.
4. Customer registration and KYC
New customers register on USSD by entering their name and ID number, with no app or form needed. An SMS welcome message confirms the account and explains the next step.
5. Surveys and feedback
Send a bulk SMS inviting customers to dial your code to rate our service. The USSD survey collects structured answers that are far easier to analyse than free-text SMS replies.
Which industries use USSD and SMS in Kenya
- Banking and microfinance: balance checks, statements and transfers on USSD; transaction and fraud alerts by SMS.
- Fintech and lenders: onboarding, loan applications and repayments on USSD; OTPs and receipts by SMS.
- SACCOs and chamas: contributions, loans and voting on USSD; meeting notices and receipts by SMS.
- Education: results and fee balances on USSD; parent notifications by SMS.
- Insurance and agriculture: sign-ups, premiums and farmer services on USSD; renewal and weather or price alerts by SMS.
What it costs to run both
The two are priced differently:
- USSD: a shared code (an extension of an existing code) has free setup and a monthly fee; a dedicated code has a setup cost and a monthly fee per network. Sessions are paid by the customer from airtime or by you. See USSD codes in Kenya.
- Bulk SMS: paid per SMS, cheaper at higher volume, plus a one-off Sender ID fee per network. See bulk SMS in Kenya.
Most businesses start with a shared USSD code and bulk SMS on a registered Sender ID, then move to a dedicated code once usage grows. All current prices are on our pricing page.
How to get started
- Map the journey. Write down what customers should be able to do (USSD) and what they should be told (SMS).
- Register your Sender ID so every SMS carries your name. Here is how Sender ID registration works.
- Choose a USSD code, shared to start or dedicated if you already have scale.
- Connect both to your system so balances are live and receipts send automatically.
- Launch and promote your code with a bulk SMS to your existing customers.
As a USSD provider in Kenya, Brilio Technologies provides both from one account and one team, including building the USSD menu and wiring it to your system and to SMS.
Related guides: USSD code cost in Kenya · Bulk SMS prices in Kenya
Frequently asked questions
Can one provider handle both USSD and bulk SMS?
Yes. Brilio Technologies provides USSD codes, USSD application development and bulk SMS from one account, so a USSD action can trigger an SMS automatically.
Do customers pay to use USSD?
On a pre-paid code the network charges the customer's airtime for the session. On a post-paid code you pay for sessions and the service is free to your customers.
Does USSD work without internet?
Yes. USSD and SMS both run over the mobile network itself and work on every phone, including feature phones, without data.
Which should I start with, USSD or SMS?
If you mainly need to inform customers, start with bulk SMS. If customers need to check, apply for or pay for something, add a USSD code and use SMS for receipts and reminders.
