While USSD codes (dialing numbers) are the traditional way, the offers a visual, smartphone-friendly interface.
Vietnam presents a paradox: a rapidly digitizing economy where over 60% of transactions are still conducted in cash (State Bank of Vietnam, 2022). Traditional banking infrastructure struggles to reach rural and remote areas, leaving nearly 70% of the adult population underbanked. Enter —a fintech super-app launched in 2014 by M_Service. Initially a peer-to-peer money transfer service, Momo has evolved into a comprehensive digital wallet that enables bill payments, mobile top-ups, peer-to-peer (P2P) transfers, QR code payments, and even micro-investments. This paper analyzes how Momo Pay serves as a case study for successful fintech adaptation in a developing market. momo pay