Chari

Name

Chari

Legal name

Groupe Chari

Website

https://chari.co

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Digital Mobile Payments and Embedded Finance

NAICS

Nondepository Credit Intermediation (5222)

akta.pro primary industry

Multi-Currency Accounts, Wallets & IBAN Services (FSAMAIAG)

akta.pro secondary industries

A2A Checkout & Merchant Acceptance Solutions (FSAMAFAF), BNPL Consumer Apps & Wallets (Discovery, Management) (FSAGAIAG)

Keywords

• Mobile digital wallet
• B2B e-commerce
• Banking-as-a-service
• Merchant payment processing
• Financial inclusion fintech

Headquarters

HQ city

Casablanca

HQ country

Morocco

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Transaction and Payment Processing Fees: Chari earns fees on payment processing for merchant QR codes, card payments, and RIB transfers. Merchant and partner pricing is volume-based with cashback and tariffs that become more favorable as transaction volume increases.
2. Telecom Recharge Commissions: Commissions earned on mobile airtime recharges for Maroc Telecom, Orange, and inwi operators. The gain amount is displayed before the user validates, suggesting a margin built into the recharge price.
3. Bill Payment Processing (Fatourati): Commissions on utility bill payments (water, electricity, telecom, internet) processed through the Fatourati network. Merchants receive a commission on each bill payment collected from their customers.
4. Gaming Vouchers and Top-Up: Revenue from selling gaming cards and direct top-ups for Free Fire, PUBG Mobile, and Carry1st, with margins and cashback for merchants based on volume.
5. P2P Transfer Fees: While Chari-to-Chari transfers are free (0.00 MAD), the company generates revenue on outbound transfers to external Moroccan bank accounts, with fees displayed before validation.
6. BaaS API and Embedded Finance Licensing: With the payment institution license and ChariBaaS platform, Chari can provide Banking-as-a-Service infrastructure to other businesses, likely through licensing fees or revenue sharing arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Chari provides a licensed mobile-first digital wallet (chari.ma) and B2B e-commerce platform serving small retailers (epiciers) and unbanked consumers in Morocco, Tunisia, and Ivory Coast. Its product suite includes a Moroccan IBAN-issued wallet, Chari Standard Visa card, free P2P transfers, telecom recharge, bill payment via Fatourati, QR/link merchant payment acceptance, gaming top-ups and cash deposit/withdrawal through partner networks, all powered by an underlying Banking-as-a-Service infrastructure (ChariBaaS).

Product overview

Chari operates a dual-layer product portfolio centered on financial inclusion for Morocco and Francophone Africa. The consumer-facing chari.ma super-app serves as the primary interface, integrating a digital wallet with Moroccan IBAN, Chari Standard Visa card (physical and virtual), P2P money transfers (free between users), telecom recharge for Maroc Telecom/Orange/inwi, bill payment via Fatourati, merchant payment acceptance via QR/card/link, gaming credits (Free Fire, PUBG, Carry1st), and cash deposit/withdrawal through DamaneCash/ChaabiCash/Tasshilate/Chari Cash networks. Underlying this consumer app is ChariBaaS, a Banking-as-a-Service platform providing the account, card, payment, and compliance infrastructure that powers all services—and is also offered to other businesses. The group also operates a B2B e-commerce platform connecting small retailers to FMCG manufacturers with 24-hour delivery, spanning Morocco, Tunisia, and Ivory Coast with over 20,000 onboarded food businesses. The product portfolio is augmented by acquired brands: Karny.ma (bookkeeping/credit management for shops) and Diago (Ivorian retail startup). In October 2025, Chari obtained Morocco's first VC-backed payment institution license from Bank Al-Maghrib, enabling full financial services expansion.

Differentiator

Problem solved

Functional benefit

Brands

• ChariBaaS: Banking-as-a-Service infrastructure platform providing accounts, cards, payments and compliance technology for the Groupe Chari ecosystem
• Chari Cash
• chari.pay.ma

Products and services

• chari.ma Super App (Digital Wallet) Mobile-first digital wallet application providing individual consumers and small merchants across Morocco with a Moroccan IBAN-issued account, free P2P transfers, telecom recharge, bill payment, gaming top-ups, merchant payment acceptance and a Visa card in a single interface.
• Chari Standard Visa Card Physical contactless and virtual Visa debit card linked to the user's chari.ma wallet, accepted online, in-store and contactless worldwide, with in-app card controls (freeze, opposition, spending limits) and 3D Secure.
• Chari P2P Transfers Peer-to-peer money transfer service enabling free instant transfers between chari.ma users (0.00 MAD) and bank transfers to any Moroccan RIB with transparent fee disclosure before confirmation.
• Chari Telecom Recharge Mobile airtime and internet pass recharge service covering Maroc Telecom, Orange and inwi operators in Morocco, with cashback and gain amounts displayed before transaction confirmation.
• Chari Bill Payment (Fatourati) Bill payment service integrated with Morocco's Fatourati network, enabling users to pay water, electricity, telephone and internet bills for multiple providers nationwide.
• Chari Merchant Payment Acceptance Merchant payment acceptance service enabling QR code, card, Fatourati and RIB-based payments, plus generated shareable payment links via chari.pay.ma for remote transactions, eliminating the need for traditional POS terminals.
• Chari Gaming & Gift Cards Digital gift cards and gaming credits service offering instant top-ups for Free Fire, PUBG Mobile and Carry1st via direct top-up without physical scratch cards, processed directly through the app.
• Chari Cash (Cash Deposit and Withdrawal) Cash-in/cash-out service leveraging partner networks (DamaneCash, ChaabiCash, Tasshilate) and the Chari Cash merchant network for depositing and withdrawing physical cash across Morocco.
• ChariBaaS (Banking-as-a-Service Platform) API-driven Banking-as-a-Service infrastructure platform providing accounts, cards, IBAN assignment, payments and compliance technology that powers all Chari services and is offered to other corporates and fintech startups through white-label integration.
• Chari B2B E-commerce Platform B2B e-commerce platform connecting small retailers and informal retail shops to FMCG manufacturers, enabling digital ordering and 24-hour delivery across Morocco, Tunisia and Ivory Coast, serving over 20,000 food businesses.

Quantifiable outcome

• 50% increase in trading volume for shops using Chari's platform
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• GOMYCODEminorStrategic or Co-development Partner · 1 October 2025Chari and GOMYCODE formed a strategic partnership to build technology talent in Francophone Africa as part of the Talent4Startup program, supported by Digital Africa. GOMYCODE leverages its technology education expertise to improve the skills of Chari's employees and partners, focusing on artificial intelligence and emerging technologies.
• ZazucoreStrategic or Co-development Partner · 1 April 2025As part of Visa's Africa FinTech Accelerator, Chari partnered with Zazu (a European fintech startup) to launch an SME neobank in Morocco. Zazu secured $1 million in pre-seed funding with participation from Chari and others, targeting SMEs that lack access to financial services suited to their size.
• Visa Africa FinTech AcceleratorcoreGTM or Marketing Partner · 1 April 2025Chari was selected for Visa's Africa FinTech Accelerator, joining the program's alumni network of 104 startups. The partnership positions Chari within Visa's fintech ecosystem and provides access to Visa's payment infrastructure, network, and mentorship programs for expansion across Africa.
• Maroc TelecomcoreChannel Partner/ Reseller/ Distributor · 1 August 2021Chari partners with Maroc Telecom as one of the three mobile operators (alongside Orange and inwi) for mobile airtime recharge services, allowing users to recharge Maroc Telecom numbers through the Chari app.
• Orange MoroccocoreChannel Partner/ Reseller/ DistributorChari partners with Orange as a mobile operator for airtime recharge services. Orange is one of Morocco's three telecom operators whose airtime is available for recharge through the Chari app.
• inwicoreChannel Partner/ Reseller/ DistributorChari partners with inwi as one of Morocco's three telecom operators for mobile airtime recharge services, integrated directly into the Chari app.
• FatouraticoreChannel Partner/ Reseller/ DistributorChari integrates with Fatourati, Morocco's national bill payment network, to enable users to pay water, electricity, phone, and internet bills through the Chari app with national coverage.
• DamaneCashcoreChannel Partner/ Reseller/ DistributorDamaneCash is one of the three partner cash networks integrated with Chari for cash deposit and withdrawal services across Morocco, enabling users to deposit and withdraw cash at partner agency locations.
• ChaabiCashcoreChannel Partner/ Reseller/ DistributorChaabiCash is a partner cash network enabling Chari users to deposit and withdraw cash at agency locations throughout Morocco, integrated into the app's agency locator.
• TasshilatecoreChannel Partner/ Reseller/ DistributorTasshilate is a partner cash network for Chari's cash deposit and withdrawal services, providing physical agency locations across Morocco for users who prefer cash transactions.
• VisacoreTechnology or IntegrationChari is a Visa partner, issuing Chari Standard Visa physical and virtual cards to users. Cards are accepted online, in-store, and for contactless payments globally through the Visa network.
• Bank Al-MaghribcoreOthersBank Al-Maghrib is Morocco's central bank that granted Chari its payment institution license, making Chari the first VC-backed startup in Morocco to receive such a license. This regulatory relationship enables Chari to issue IBANs, process transfers, and offer financial services.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• MaxAB: Cairo-headquartered B2B e-commerce platform supplying FMCG goods to informal retailers across MENA. Highly comparable to Chari in business model (B2B ordering + financing for epiciers) and target customer segment, though focused on Egypt rather than Morocco.
• Wasoko: Kenya-based B2B e-commerce platform serving informal retailers with FMCG supply, digital payments, and embedded credit across East and West Africa. Closest direct peer to Chari in combining B2B procurement with merchant financial services at scale.
• TradeDepot: Nigeria-headquartered B2B e-commerce and fintech platform connecting FMCG manufacturers to informal retailers with embedded payments and credit. Direct competitor in the Africa B2B FMCG + fintech category.
• Wave: Senegal-based mobile money super-app offering mobile wallets, P2P transfers, and merchant payments across West Africa including Ivory Coast. Operates in the same geographies and serves similar unbanked/underbanked segments as Chari.
• OPay: Nigeria-headquartered mobile payments and wallet super-app offering cards, transfers, airtime, and merchant services across multiple African markets. Comparable in super-app breadth and emerging-market focus, though at significantly larger scale.
• PalmPay: Africa-focused mobile wallet offering free transfers, airtime, bill payments, and merchant acceptance. Comparable to chari.ma in targeting unbanked users with a free-to-use wallet super-app.

Broad incumbents

• Orange Money: Pan-African mobile money service operated by Orange Group (also a Chari investor and recharge partner). Comparable as an established mobile wallet and merchant payment service across Francophone Africa, with materially larger agent network.
• Flutterwave: Pan-African payments infrastructure company providing merchant payment processing, card issuing, and BaaS APIs. Comparable as an African fintech with embedded payments and developer-facing platform; Chari's ChariBaaS plays in adjacent territory.

Emerging players

• TymeBank: South African digital bank serving mass-market and underserved customers with low-fee accounts and merchant tools. Comparable mission of serving underbanked segments through mobile-first banking infrastructure.

Others

• Onafriq (formerly MFS Africa): Pan-African payments hub connecting mobile wallets, banks, and money operators across the continent. Adjacent infrastructure provider in the African fintech ecosystem that Chari could integrate with for cross-border wallet interoperability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ChariMaroc
• Facebookfacebook.com/charimaroc
• LinkedInlinkedin.com/company/gochari

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries5 records

Funding overview

Funding rounds14 records

Investors31 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Chari