A Kenyan startup is targeting the high cost and inconvenience of international roaming with an eSIM-based service designed to keep travellers connected as they cross borders.
SafSIM, which publicly launched in 2026, uses eSIM technology to allow travellers to access mobile networks without physically replacing their SIM cards when moving between countries.
The startup is positioning the service as an alternative to expensive international roaming, unreliable airport Wi-Fi and the inconvenience of searching for and purchasing locally registered SIM cards after arriving at a destination.
International roaming charges have remained a major concern for travellers, particularly those visiting multiple countries, creating an opportunity for technology companies seeking to make cross-border connectivity more affordable and convenient.
SafSIM has partnered with players in Kenya's tours and travel sector as it seeks to integrate connectivity into travel packages rather than leave it as a service travellers have to arrange after arriving at their destination.
Under the model, travellers can arrange their mobile connectivity before departure, allowing them to connect to a network soon after arriving at their destination.
The company, however, faces a major hurdle in expanding the service locally: not all smartphones support eSIM technology.
SafSIM says a significant number of Kenyan consumers still use devices that are incompatible with eSIMs, potentially locking out some of the customers who could benefit from cheaper international connectivity.
The startup is developing a solution that it says will enable users with eSIM-incompatible devices to access its services. SafSIM is targeting the end of September 2026 to have the solution ready.
Beyond the technology challenge, the company faces another hurdle: limited consumer awareness of eSIMs.
Although eSIM technology is increasingly being adopted globally, its use remains relatively unfamiliar to many consumers, particularly in markets where physical SIM cards remain the norm.
SafSIM says consumer education will therefore form a key part of its strategy as it seeks to build awareness and encourage travellers to consider eSIM connectivity before leaving the country.
The startup's expansion comes as the global travel connectivity market continues to evolve, with travellers increasingly looking for alternatives to traditional roaming and physical SIM cards.
For SafSIM, the goal is to shift mobile connectivity from something travellers worry about after landing to an essential part of their travel preparations, allowing them to cross borders without losing access to affordable communication.
