The State Bank of Pakistan (SBP), in collaboration with Pakistan Telecommunication Authority (PTA)
\nand UK’s Foreign, Commonwealth and Development Office (FCDO), unveiled the mass media campaign
\nfor Asaan Mobile Account (AMA) a flagship initiative under the National Financial Inclusion Strategy,
\ntoday to mark its formal launch. AMA aims to address financial exclusion challenges faced by the
\nunbanked segments by providing them an easy, affordable and digital access to financial services, by
\nsimply dialing a USSD code *2262#.
\nThe launch of mass media campaign by SBP will help in creating general awareness about the AMA, its
\nease of use and allied benefits to attract the unbanked segments into the formal financial network. The
\nmass media campaign will cover all major TV, radio, print and digital platforms, across the country.
\nBesides Urdu, the campaign will also be run in regional languages to ensure maximum outreach,
\nawareness, and understanding of the product by all Pakistanis across the country.
\nThe mass media campaign has been designed from a user centric perspective. The campaign aims to
\nbuild public awareness about the ease of use and simplicity of opening AMA by simply dialing the USSD
\ncode *2262# from any mobile phone (smart or simple feature phone) through any mobile network,
\nwithout the need for internet connectivity. Customers can choose their preferred bank from a list of
\nbranchless banking providers and avail several banking services including fund transfer, deposit, bill
\npayments, mobile top-up, balance inquiry etc.
\nThe mass media campaign, funded by the UK’s Foreign, Commonwealth and Development Office
\n(FCDO), is expected to play a crucial role in spreading digital financial inclusion among all, especially
\namong the low-income segments and women with mobile phones who may not have access to internet
\nand wish to have a simpler way to avail financial services. Moreover, AMA Scheme will be a perfect
\nconduit to onboard women customer segments as Pakistani women face distinct obstacles in accessing
\nformal financial services due to mobility and documentation hassles.
\nEarlier, the AMA scheme was introduced on December 13, 2021 with the key support of Pakistan
\nTelecommunication Authority (PTA) which ensured the onboarding\/integration of all Cellular Mobile
\nOperators (CMOs) on the AMA platform. SBP also collaborated extensively with other stakeholders
\nincluding NADRA, Branchless Banking (BB) Providers, CMOs and Virtual Remittance Gateway (VRG), to
\noperationalize the AMA scheme for developing a digital solution for reaching out to every Pakistani to
\nbuild a prosperous and digitally connected Pakistan. The results of the soft launch proved very
\nencouraging as more than 3.3 million accounts have been opened on AMA platform with 6.1 million
\nfinancial transactions worth Rs 40.5 billion and over 18.2 million non-financial transactions conducted,
\nso far, before the launch of mass media campaign.
\nIt is expected that the nationwide AMA mass media campaign together with the stakeholders\u2019
\ncommitment to collaborate will be instrumental in spreading awareness and promote digital financial
\nservices among all.<\/p>\n","protected":false},"excerpt":{"rendered":"
The State Bank of Pakistan (SBP), in collaboration with Pakistan Telecommunication Authority (PTA) and UK’s Foreign, Commonwealth and Development Office (FCDO), unveiled the mass media campaign for Asaan Mobile Account (AMA) a flagship initiative under the National Financial Inclusion Strategy, today to mark its formal launch. AMA aims to address financial exclusion challenges faced by […]<\/p>\n","protected":false},"author":2,"featured_media":276464,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":{"0":"post-276461","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-national"},"yoast_head":"\n