Skip to content
barcoder

Standards/flooz

Flooz

TypeMobile money
PrimaryTG
MentionedTG
Completeness91%high

Overview

Flooz is Moov Africa's mobile-money platform operated across West African Economic and Monetary Union (WAEMU) markets — most prominently Togo (where it holds ~39 % of mobile-money market share), Côte d'Ivoire, Burkina Faso, Mali, Benin, Niger, and other regional countries [2, [tg-cro]]. Moov Africa is the African subsidiary of Etisalat Group (now e&) — the Emirati telecommunications giant. Flooz competes principally with TMoney (Togocom Group, Togo's other MNO) in Togo, with Orange Money and MTN Mobile Money across the broader WAEMU footprint.

As of early 2024, the mobile-money sector in Togo had 3.55 million users, with 60 % (~2.16M) on TMoney and 40 % (~1.4M) on Flooz [2]. Flooz provides cross-border money transfer capabilities across Francophone West Africa — partnering with MFS Africa for cross-border-to-mobile-wallet integration. Users can send and receive up to ~1.5 million XOF (~US $2,500) to/from Benin, Côte d'Ivoire, and Burkina Faso. The product is structurally a textbook MNO mobile money of the WAEMU pattern — similar to m-pesa-ke but in Francophone West Africa.

History

Background — Moov Africa and WAEMU mobile-money landscape TG:

  • Moov is the African MNO brand of Etisalat Group (UAE) — operating in Francophone West and Central Africa.
  • WAEMU (West African Economic and Monetary Union) — 8-country monetary union sharing the CFA franc (XOF).
  • WAEMU mobile-money landscape includes Orange Money, MTN MoMo, Moov-branded products (Flooz), Wave (newer disruptor), Tigo (Millicom-now-Bharti).

Flooz launch (mid-2010s) [2]:

  • Moov launches Flooz mobile money in Togo and adjacent WAEMU markets.
  • Mobile-money-account-linked-to-phone-number model.

Cross-border integration via MFS Africa [mfs-africa]:

  • Moov Togo partners with MFS Africa for cross-border mobile-wallet-to-mobile-wallet transfer integration.
  • Flooz users in Togo can send/receive funds with mobile wallets and bank accounts across the region.

Wave disruption (2018+) TG:

  • Wave Mobile Money launches in Senegal (2018), CI (2021), Burkina Faso, and other WAEMU markets.
  • Wave's aggressive 1 % flat-fee pricing forces Orange Money + MTN MoMo + Flooz to cut their fees ~80 % across the WAEMU region.
  • Major industry restructuring.

2024 — Mobile-money sector statistics (Togo) [2]:

  • 3.55M total mobile-money users in Togo.
  • 60 % TMoney / 40 % Flooz market split.
  • Flooz holds ~39 % of Togolese mobile-money market.

Gozem launches in Togo (late 2024) [2]:

  • Gozem (Togolese ride-hailing + super-app) launches its own mobile-money service in late 2024 — additional competitive pressure.

Technical specification

Flooz is a Moov Africa MNO mobile-money platform [1, 2]:

Layer Description
Operator Moov Africa (e& / Etisalat Group subsidiary)
Markets Togo, CI, Burkina Faso, Mali, Benin, Niger, others
Currency XOF (West African CFA franc, WAEMU shared currency)
Channels USSD, mobile app
Identifier Mobile phone number
Cross-border partner MFS Africa
Cross-border limit ~1,500,000 XOF (~$2,500) to BE, CI, BF
Major competitor TMoney (Togo, 60 % share); Wave (regional disruptor); Orange Money; MTN MoMo

Cross-border integration [mfs-africa]:

  • MFS Africa provides the cross-border-mobile-wallet-to-mobile-wallet rail.
  • Flooz integrates for inbound/outbound regional transfers.

USSD-first heritage TG:

  • USSD shortcodes available for feature-phone users — critical mass-market reach.
  • Mobile app for smartphone users.

Agent network: Moov Africa operates a substantial agent network across its WAEMU markets.

Use cases

P2P transfers (within country) [2]: Cardinal use case.

Cross-border transfers within WAEMU [mfs-africa]: Up to ~1.5M XOF to BE, CI, BF via MFS Africa.

Merchant payments [2]: Pay merchants via Flooz QR or mobile-number.

Airtime top-up [1]: Top up Moov mobile balance + competitor MNOs.

Bill payment [1]: Utilities, government services.

Cash-in / cash-out at agent network [2]: Convert cash ↔ Flooz balance at Moov agents.

Diaspora remittance [mfs-africa]: Inbound remittance from Francophone diaspora.

Implementations & ecosystem

Operator: Moov Africa (subsidiary of e& / Etisalat Group, UAE).

Major markets [2]:

  • Togo (largest, 1.4M users, 40 % share).
  • Côte d'Ivoire.
  • Burkina Faso.
  • Mali.
  • Benin.
  • Niger.

Cross-border partner: MFS Africa.

Major competitors TG:

  • TMoney (Togocom Group).
  • Orange Money (Orange).
  • MTN Mobile Money (MTN — limited WAEMU presence).
  • wave-qr (Wave Mobile Money — major disruptor).
  • Gozem (Togolese super-app, launched late 2024).

No public open-source SDK — Flooz integration via Moov Africa relationships.

Fun facts

  • Forced 80 % fee cut by Wave: Like other WAEMU MNO mobile-money products, Flooz had to cut its fees substantially in response to wave-qr's aggressive 1 % flat-fee pricing — a structural restructuring of WAEMU mobile-money economics.
  • 39 % market share in Togo behind TMoney's 60 %: Flooz is the #2 mobile-money product in Togo — a competitive duopoly. Compare with m-pesa-ke's ~80 % dominance in Kenya.
  • e& / Etisalat parent: Flooz's UAE parent (Etisalat Group, now branded "e&") is one of the largest Middle Eastern telecom groups; Moov Africa is the strategic Africa arm.
  • MFS Africa cross-border partnership: Flooz's MFS Africa integration enables cross-border within WAEMU — relevant for inter-country trade, diaspora remittance.
  • XOF / WAEMU shared currency: All Flooz countries use the CFA franc — eliminating FX friction for cross-border WAEMU transfers. Structurally similar to eurozone advantage for bizum or wero.
  • MNO-vs-fintech competitive dynamic: WAEMU mobile-money market features MNO products (Flooz, TMoney, Orange Money) vs pure fintech (wave-qr) — Wave's aggressive pricing has been the major disruption story.
  • 2018-2021 Wave disruption arc: Pre-Wave WAEMU mobile-money fees were 5-10 %; Wave's 2018+ entry forced industry-wide cut to ~1 %.
  • Gozem 2024 entry: Gozem (Togo ride-hailing super-app) launching its own mobile-money in late 2024 adds another competitive layer — illustrates the broader "super-app financialisation" trend.

Comparison

Feature Flooz (Togo+) TMoney (Togo, competitor) Orange Money (multi-AF) wave-qr (SN/CI/BF) MTN MoMo (multi-AF)
Operator Moov Africa (e&) Togocom Group Orange Wave (pure fintech) MTN Group
Launch Mid-2010s Mid-2010s 2008 2018 2009+
Markets (WAEMU) Multiple Togo Multiple SN/CI/BF/+ Limited WAEMU
Market share (Togo) 39 % 60 % n/a (limited TG) n/a (limited TG) n/a
Pricing Cut to ~1 % post-Wave Cut to ~1 % post-Wave Cut to ~1 % post-Wave 1 % flat (disruptor) Variable
Cross-border MFS Africa n/a Orange ecosystem Limited MTN ecosystem

Closest peer: Orange Money — both pan-Francophone-Africa MNO mobile money. Flooz is more concentrated in WAEMU; Orange Money has broader Francophone African coverage.

Structural distinction: Flooz's positioning in the WAEMU mobile-money fee-disruption arc (forced cut from 5-10 % to ~1 % by Wave) is one of the clearest documented examples of fintech disruption forcing incumbent restructuring.

Status

Active, #2 mobile money in Togo [1, 2, [tg-cro]]:

  • Moov Africa operator (e& / Etisalat Group subsidiary).
  • 1.4M users in Togo (~39 % market share).
  • Multi-country WAEMU presence (TG, CI, BF, ML, BE, NE, others).
  • MFS Africa cross-border partnership.
  • Cross-border limit ~1.5M XOF to BE, CI, BF.
  • Cut fees to ~1 % post-wave-qr competitive pressure.

Outlook: Continued competition with TMoney domestically, wave-qr and Orange Money regionally; possible feature expansion (super-app pivot); continued WAEMU cross-border integration depth.

Sources

Deployments

Found in the following country reports (grep across reports/countries/):

source · docs/standards/flooz/index.md