Company Overview: Sudani Mobile Money in Sudan's Financial Landscape
Sudani Mobile Money, officially known as "Gorooshi," operates under the umbrella of Sudatel Telecommunications Company Ltd, a prominent name in Sudan's telecommunications sector. Sudatel, trading as Sudani, is a legally registered entity in Sudan with Commercial Registration No. 68 in Khartoum, holding a license from the National Telecommunications Corporation. The company itself was established in 2001, following the Sudanese Government’s efforts to liberalize the telecoms industry. Today, the Government of Sudan retains a majority ownership stake of sixty percent, with the remaining shares publicly held.
At its core, Sudani Mobile Money employs a telco-driven mobile wallet business model. This model seamlessly integrates with traditional bank accounts through the Electronic Banking Services Company (EBS) infrastructure, a critical rail for digital financial transactions in Sudan. The primary target market for Gorooshi consists of Sudan's unbanked and under-banked population, estimated to include approximately 27.8 million mobile phone subscribers who seek accessible basic digital payment and transfer solutions. The service aims to bridge the gap between traditional financial institutions and individuals who may not have access to formal banking, leveraging the widespread penetration of mobile phones.
As of late 2025, the management team overseeing Sudani's operations included Dr. Khaled Negm, holding a PhD in Telecoms Management, as the Chief Executive Officer, appointed in 2024. Aisha El-Tahir serves as the Chief Financial Officer, bringing fifteen years of experience in Sudanese fintech. Omar Abdelrahman, a former lead on the EBS platform, holds the position of Chief Technology Officer. While these appointments are pivotal to the company's strategic direction, it is important to note that specific details regarding their roles and tenure are unverified in public records.
Services Offered: Focused on Payments and Transfers, Not Lending
It is crucial for potential users and observers to understand that Sudani Mobile Money, or Gorooshi, currently focuses exclusively on providing payment and transfer services. Despite some common misconceptions or the broader trend of mobile money providers venturing into credit, Sudani Mobile Money does not offer any credit or loan products. This has been confirmed by the absence of lending details on its official website and regulatory listings, ensuring clarity for its user base.
The suite of financial services provided through Gorooshi is robust within its payment and transfer scope. Users can manage their accounts by opening a mobile-linked bank account, facilitated by the EBS rail. This integration allows for a seamless connection between the mobile wallet and the broader banking system. Person-to-person (P2P) transfers are a core offering, enabling users to send and receive funds digitally, with daily limits set at up to SDG 50,000, which is approximately equivalent to one hundred US dollars, depending on prevailing exchange rates.
Beyond transfers, Gorooshi facilitates essential bill payments and top-ups. This includes paying utility bills, purchasing airtime for mobile phones, and acquiring electricity tokens, which are vital services for daily life in Sudan. For physical cash management, the platform supports both cash deposits and withdrawals through an extensive network of agents and partner banks. Transaction limits for these services typically range from a minimum of SDG 1 to a maximum of SDG 50,000 per transaction, offering flexibility for various user needs. The absence of lending products means that the company's financial operations are centered entirely on these transaction-based services.
Operational Details and User Experience: Accessibility and Functionality
Sudani Mobile Money prioritizes accessibility through multiple application channels designed to cater to various user preferences and technological capabilities across Sudan. The most basic and widely used method is via a USSD code, #999#, which allows users to access wallet services without requiring an internet connection or data. For smartphone users, the "My Sudani" mobile application is available on both Android and iOS platforms. This app holds a rating of 3.6 stars on Google Play, based on 848 reviews, indicating a generally satisfactory but sometimes inconsistent user experience. In addition to digital channels, Sudani Mobile Money boasts a significant physical presence with over 5,000 nationwide partner merchants acting as agents, facilitating cash-in and cash-out services.
The Know Your Customer (KYC) and onboarding process for Gorooshi is designed to be straightforward yet compliant with regulatory requirements. A national identification document, linked to the user's Sudani SIM registration, and a valid phone number are the primary requirements. The process typically involves dialing the USSD code, entering ID details, receiving a One-Time Password (OTP) for verification, and then setting a Personal Identification Number (PIN). The account is then linked to an EBS bank account for seamless cash deposit and withdrawal operations. Since Gorooshi does not offer lending services, credit scoring and underwriting processes are not applicable to its operations.
Funds disbursement methods are varied to ensure convenience. Wallet-to-wallet transfers are instant, providing immediate access to funds. Bank transfers, facilitated by EBS, typically settle within twenty-four hours. For users preferring physical cash, withdrawals can be made at any authorized agent or partner bank branch. The "My Sudani" mobile app offers several key features to enhance user experience, including balance inquiry, transfers, bill payments, loyalty rewards programs, options for purchasing bundles, and a referral program. Notably, the app can be used with zero-data charges for Sudani subscribers, making it particularly cost-effective. Despite these features, some common complaints from users include occasional app crashes, delayed OTPs, and issues with agent liquidity, particularly for larger cash-out transactions. Sudani maintains an active digital presence through its official webpage, sudani.sd/en/grooshi, and social media platforms like Facebook and X, which are used for announcements and customer support.
With nationwide geographic coverage across all eighteen states via its extensive agent network and Sudani's telecommunication network, Gorooshi serves an estimated two million registered wallets. This broad reach positions it as a significant player in Sudan's digital financial inclusion efforts.
Regulatory Framework and Market Standing in Sudan
Sudani Mobile Money operates within a well-defined regulatory framework in Sudan, ensuring compliance and consumer protection. The service is officially licensed by the National Telecommunications Corporation and is under the supervision of the Central Bank of Sudan, particularly for its mobile financial services offered under the overarching Electronic Banking Services (EBS) framework. This dual oversight ensures adherence to both telecommunications and financial regulations, promoting stability and trust in the digital payment ecosystem.
As of September 2025, there have been no public reports of significant regulatory fines or sanctions imposed on Sudani Mobile Money, suggesting a record of compliance with the established guidelines. Consumer protection is a key aspect of its operations, with transaction limits enforced in accordance with directives from the Central Bank. For dispute resolution, customers have access to a dedicated hotline at +249 912 012 012 and can also submit complaints directly through an in-app complaint form, providing multiple avenues for addressing issues.
In the competitive landscape of Sudanese mobile money, Sudani Mobile Money stands as one of the three major licensed telco-led wallets. Its primary competitors include Zain’s "Bede Sudan" and services supported by MTN. Sudani Mobile Money differentiates itself through several key aspects, most notably the zero-data cost for using its mobile application for Sudani subscribers, which significantly lowers the barrier to entry and usage for its customer base. Furthermore, its deep integration with Sudani’s broader telecom services provides a cohesive ecosystem for users. Market share estimates from 2024 suggest that Sudani Mobile Money accounts for approximately thirty percent of mobile money transactions in Sudan, solidifying its position as a leading provider.
The company continues to pursue growth and partnerships. A recent API integration with EBS in 2025 has enabled merchant QR-payments, expanding its utility in retail transactions. Additionally, an unverified pilot partnership with Bank of Khartoum for merchant disbursements in 2025 suggests ongoing efforts to enhance its service offerings and broaden its reach within the financial sector. Given that Gorooshi does not offer credit, its financial performance, including revenue and profitability, is not publicly disclosed as a separate entity but is consolidated within the Sudatel Group's overall results. The mobile money unit is fully funded by Sudatel, without external venture capital investment, and therefore has no credit portfolio size or default rates to report.
Navigating Sudani Mobile Money: Practical Advice for Potential Users
For individuals considering or currently using Sudani Mobile Money (Gorooshi) for their financial transactions, understanding its features and limitations is key to a positive experience. Given that Gorooshi primarily functions as a mobile wallet for payments and transfers and does not provide lending or credit products, advice for potential users will focus on maximizing the benefits of its current services and navigating common challenges.
- Understand the Service Scope: Always remember that Gorooshi is for payments, transfers, bill payments, and cash-in/cash-out. It is not a platform for obtaining loans. If you require credit, you will need to explore other financial institutions in Sudan that explicitly offer lending services.
- Verify Agent Liquidity: A frequent complaint among users relates to agent liquidity issues, particularly when attempting to cash out large sums. Before visiting an agent, it is advisable to confirm their ability to handle your desired transaction amount to avoid inconvenience.
- Keep Your App Updated: To mitigate issues like app crashes and ensure access to the latest features and security enhancements, regularly update the "My Sudani" application on your smartphone.
- Secure Your PIN: Your Personal Identification Number (PIN) is the primary safeguard for your mobile wallet. Never share it with anyone, and avoid using easily guessable combinations. Sudani Mobile Money representatives will never ask for your PIN.
- Report Issues Promptly: If you experience delayed One-Time Passwords (OTPs), transaction errors, or any other service-related problems, utilize the provided customer support channels immediately. The 24/7 call center (average wait time estimated at four minutes) and the in-app complaint form are effective avenues for dispute resolution.
- Leverage Zero-Data Benefits: If you are a Sudani subscriber, take full advantage of the zero-data charge for using the "My Sudani" app. This makes managing your finances more cost-effective.
- Monitor Transaction Limits: Be aware of the daily transaction limits for P2P transfers and cash deposits/withdrawals (up to SDG 50,000 per transaction). Plan your transactions accordingly to avoid exceeding these caps.
- Explore Loyalty Programs: The "My Sudani" app includes loyalty rewards and referral programs. Engage with these features to potentially gain additional benefits from your usage.
By keeping these practical tips in mind, users can effectively and securely utilize Sudani Mobile Money for their daily digital payment and transfer needs within Sudan's evolving financial landscape. The service remains a vital tool for financial inclusion, providing accessible digital solutions to a broad segment of the population.
