Safaricom has added a glittering feather to its cap after being named Africa’s Most Admired Brand at the 2025 Brand Africa Awards.

This comes as the largest telecommunications company in Kenya by subscriber and revenue base commemorated a quarter-century of transforming lives

In a continent teeming with bold, resilient brands, Safaricom stood tallest across five prestigious categories, affirming its status as an influential homegrown powerhouse.

“These awards are a true reflection of what Safaricom stands for, putting purpose at the heart of everything we do," indicated Safaricom CEO Dr Peter Ndegwa.

He added: “From transforming lives through technology to championing sustainability and empowering communities, we are proud to be part of Africa’s journey toward shared prosperity.”

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Dr Ndegwa dedicated the recognition to the telco’s customers, employees and partners who he said have continued to inspire its mission for the last 25 years.

The 2025 edition of the Brand Africa Awards comes as the telco giant is celebrating 25 years of operations while remaining relevant and redefining the telecommunications sector.

Safaricom walked away with five major awards, including:

1. Most Admired African Brand

2. Most Admired Brand – Telecommunications

3. Most Admired African Brand – Contributing to a Better Africa

4. Most Admired African Brand – Doing Good for Society and the Environment

5. Grand Prix Winner – For exceptional purpose-led brand excellence and steadfast commitment to sustainability, social impact and building a better Africa.

Each accolade speaks to a specific strength: its dominance in connectivity, the global phenomenon that is M-PESA, and the deep community trust it has built through initiatives in education, health, and environmental sustainability.

Since its inception in 2010, Brand Africa has positioned itself as a beacon of Africa’s branding renaissance championing competitiveness and excellence through research-driven rankings.

The awards reflect consumer admiration, trust, and loyalty across all 54 African countries.

That Safaricom, a Kenya-rooted firm, emerged not only as the top telco but also the most admired African brand overall is a key moment for Kenyan enterprise and innovation.

The timing couldn’t be more poetic given Safaricom’s 25th anniversary celebrations have been a time of reflection and renewed ambition.

From pioneering mobile money with M-PESA, to pushing the boundaries of internet access and digital inclusion, the telco has consistently spearheaded transformational leadership.

“We are proud to be part of Africa’s journey toward shared prosperity,” added Dr Ndegwa, as he reaffirmed Safaricom’s role not just as a service provider, but as a movement enabler.

As Safaricom looks to the next 25 years, its message is clear: purpose, not just profit, will shape Africa’s future and it is keen to be at the forefront of that transformation.