etisalat money and Visa Partner to Revolutionize Cross-Border Payments in the UAE

etisalat money has partnered with Visa to integrate the Visa Direct global money movement platform into its digital financial services ecosystem. This strategic collaboration enables UAE-based consumers and businesses to access expanded cross-border payment options, addressing the high demand for efficient remittances and international small business payments in one of the world’s most active financial corridors.

What was announced

The partnership, formalised at Visa’s Central and Eastern Europe, Middle East and Africa (CEMEA) headquarters in Dubai Internet City, introduces four distinct international transfer capabilities to the etisalat money app. Central to the expansion is Visa Direct to Card, which allows users to send funds directly to eligible recipients’ cards using only their card numbers, bypassing the need for complex banking details. Additionally, the integration of Visa+ will facilitate person-to-person (P2P) transfers between different digital payment apps using a recipient’s phone number.

The collaboration also extends to personal-to-business (P2B) transfers, allowing etisalat money users to send funds from personal accounts to international business accounts. To ensure comprehensive coverage, SWIFT transfers will also be available through the app. These new features will initially focus on key remittance corridors, including India, Egypt, Pakistan, Bangladesh, Philippines, United Kingdom, and China, while also providing access to digital-wallet destinations across various global markets.

These capabilities build upon etisalat money’s existing infrastructure, which currently facilitates international transfers to more than 150 countries. The app already supports multiple payout methods, such as bank accounts, digital wallets, and cash pickup. By consolidating these services, the platform provides users with live exchange rates, estimated transfer times, and transaction tracking to improve visibility over cross-border movements.

"International money transfers are a critical part of how people and businesses stay connected across borders. As customer expectations evolve, the opportunity lies in offering greater choice and flexibility in how money moves. Our partnership with Visa Direct is a strategic step in broadening our international payment capabilities and strengthening our position in the digital financial services market. It also reinforces our focus on delivering practical financial solutions that meet the needs of our customers and support our long-term growth."

Melike Kara Tanrikulu, Chief Executive Officer of etisalat money

The companies involved

etisalat money operates as the fintech arm of etisalat, the UAE-based telecommunications giant. The entity is a central pillar of the parent company's diversification strategy, moving beyond traditional connectivity to provide a comprehensive digital financial services proposition. In the competitive UAE market, etisalat money leverages its existing mobile subscriber base to offer a digital wallet and payment platform that competes with both traditional banks and emerging fintech startups.

Visa is a global leader in digital payments, operating a network that connects consumers, merchants, financial institutions, and government entities in more than 200 countries and territories. Visa Direct, the platform at the heart of this announcement, is designed to facilitate real-time global money movement. Visa maintains a massive presence in the fintech news cycle, with FF News tracking over 700 significant developments involving the company. Its CEMEA headquarters in Dubai serves as a strategic hub for its operations across the Middle East, where it frequently partners with local digital players to modernize payment infrastructure.

What FF News has reported before

Visa has been consistently active in expanding its network capabilities through high-profile partnerships and technological pilots. FF News recently covered how Visa, BILL and Billtrust Launch First Live Pilot for Trusted AI Agent B2B Payments, demonstrating the company's push into automated enterprise finance. In the digital asset space, we reported on how Visa and Mesh Partner to Enable Crypto Payments at 175 Million Merchants Globally, highlighting a focus on the "last mile" of payment connectivity. Furthermore, the company's global reach was recently evidenced when StraitsX Partners with Visa to Launch Stablecoin-Backed Cards in Over 100 Markets, showing Visa's role in bridging traditional finance with stablecoin ecosystems.

What this means

This partnership signals a significant shift in the UAE’s remittance landscape, placing direct pressure on traditional brick-and-mortar exchange houses. By integrating Visa Direct and Visa+, etisalat money is effectively disintermediating the traditional banking credentials required for international transfers, moving toward a "phone-number-first" economy. This move reflects the broader "Super App" trend in the Middle East, where telecom-backed fintechs use their massive distribution networks to capture market share from legacy financial institutions. For the wider industry, it raises questions about how traditional banks will respond to the increasing speed and lower friction of card-to-card and P2P app transfers that bypass standard clearing houses.