The verdict in three sentences
In rural areas, most buyers have no smartphone: a web checkout will not convert them. USSD (the familiar *...# codes) runs on any feature phone, with no internet and no app. Done right, a USSD flow captures 88% of feature-phone buyers versus 0% for an app checkout.
Why USSD wins in rural areas
Around Tamale, the 2026 estimate puts roughly 43% of buyers on a feature phone. These customers install no app and never open a browser. USSD runs directly over the GSM network: dial a code, follow a text menu, confirm with a PIN. No mobile data is consumed, which matters when a data bundle is costly or simply unavailable.
The classic mistake is forcing an app-style flow. A good USSD flow fits in 6 steps maximum, with short labels and clear error handling when the network drops mid-session.
| USSD flow criterion | 2026 target | Why |
|---|---|---|
| Step count | 6 max | Beyond that, drop-off climbs |
| Session length | 40s (operator limit 60s) | Sessions expire fast |
| Per-screen timeout | 20s | Time to read and type |
| Error recovery | Resume at last step | Avoids restarting |
| Cost per session | 0 to 15 FCFA | Merchant pays, not the buyer |
| Network fallback | SMS confirmation | Proof even if session drops |
Designing a readable menu for everyone
Readability beats aesthetics. Labels must be clear to a customer with low literacy: "1. Pay", "2. Check balance", "3. Cancel". Always confirm the amount before the PIN, and send an SMS receipt with the order reference.
| Step | Screen shown | Customer input |
|---|---|---|
| 1 | Dial *170# | The code |
| 2 | Menu: 1. Pay merchant | 1 |
| 3 | Enter merchant code | e.g. 4021 |
| 4 | Enter amount | e.g. 7500 |
| 5 | Confirm 7,500 FCFA | 1 = Yes |
| 6 | Enter PIN | MoMo PIN |
In Tamale, MTN's *170# flow follows the same principle: 6 steps, around 40 seconds, and an SMS confirmation that serves as proof of payment.
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Mini case study
Fatima runs a food-staples shop 40 km from Tamale. Out of 100 customers, roughly 43 arrive with a feature phone. She used to ask for a manual transfer, and half of them gave up. With a 6-step USSD flow, she now captures 88% of those 43 customers, or 38 sales recovered per 100. At an average basket of 6,000 FCFA, that is about 228,000 FCFA in revenue that previously went to competitors.
FAQ
Does the customer need internet to pay by USSD? No. USSD runs over the standard GSM network, like a phone call. No data bundle is required, which makes it accessible even without a smartphone or connection.
How long does a USSD session last? The session usually expires after 60 seconds on the operator side. A well-designed flow completes in 40 seconds to leave headroom, with a 20-second timeout per screen.
What happens if the network drops mid-payment? A robust flow resumes at the last confirmed step and confirms the transaction by SMS. The customer keeps proof even if the session was interrupted.
Who pays for the USSD session cost? It is low, between 0 and 15 FCFA per session depending on the operator, and is usually borne by the merchant so it does not discourage the buyer.
Can USSD and QR be combined for one business? Yes. QR serves smartphone customers, USSD serves feature phones. Both settle to the same merchant account and reconcile by the same reference.
Let's talk about your project. We design your USSD and QR checkout flow tailored to your rural customers. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
