UAE-based consumer technology company Astra Tech officially rebranded PayBy, the platform powering the financial services within its botim app, to ‘botim money’. The move consolidates all of the company’s financial offerings under a single, unified consumer-facing identity.
The company stated the step is a strategic evolution in its mission to simplify financial access for users across the region and introduces an enhanced user experience designed for everyday convenience. The rebranding also includes the launch of ‘botim money for Business’, a dedicated B2B arm for merchant solutions and payment infrastructure.
From communication to embedded finance
The botim platform, which began as the UAE’s first free VoIP calling app and has a global user base of over 150 million, has evolved into a gateway for embedded financial services. The company stated this supports the UAE’s national drive toward a cashless economy, which is being accelerated by the Dubai Cashless Strategy aiming for a fully cashless system by 2026.
The platform is licensed by the Central Bank of the UAE, having previously secured dual authorisation to operate as both a Retail Payment Services Provider and a Stored Value Facility under the PayBy brand.
“botim money is more than just a new brand name or mere product integration, it’s a reflection of our increasing commitment to financial inclusion and innovation at scale, and our way of turning connectivity into access,” said Dr. Tariq Bin Hendi, a board member at Astra Tech and chief executive officer of botim. “We first earned the trust of millions through communication. Now, we are transforming that into financial value. The users we connected are now the users we empower. This is what next-generation fintech should look like — simple, embedded, and shaped by real human needs.”
Under its new identity, botim money will continue to offer a range of financial services, including local and international transfers, prepaid cards, lending products like ‘Send Now, Pay Later’ (SNPL), and investment options such as National Bonds and gold.
New B2B arm and user experience
Alongside the consumer rebrand, the company unveiled ‘botim money for Business’. This new division is built to provide regional enterprises with scalable and compliant merchant solutions, including secure salary disbursements, point-of-sale (POS) solutions, and services aligned with the Wage Protection System (WPS).
The rebrand is also accompanied by a redesigned user interface, which the company describes as its “Blueprint of Simplicity.” The new design aims to make communication and financial tools more accessible by removing jargon and reorganising services based on user behaviour.
botim is developed and owned by Astra Tech, the consumer technology subsidiary of the G42 ecosystem. The company stated the rebrand is a key milestone in its journey to deliver AI-powered services to everyday users through communication and finance, and it lays the foundation for deeper AI integration and future product development in the region.
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