Ajua, the Nairobi headquartered customer experience platform, has acquired Rate My Service, a Kenyan customer and employee feedback company. Ajua says the deal strengthens its local relevance and accelerates its goal to become the largest, most comprehensive experience management platform in Africa.
“This acquisition is a game-changer for the African CX landscape,” said Ajua CEO Nyasha Mutsekwa. “Bringing RMS into the Ajua family deepens our local expertise and expands our collective reach, helping businesses understand and serve customers with precision.”
What the combined platform offers
Ajua says it serves clients across Africa and the Caribbean, with tools that help businesses collect, analyze, and act on feedback in real time. Both Ajua and RMS run on Amazon Web Services, which the companies say provides scalability, security, and reliability. They also have direct integrations with Google and Meta, including WhatsApp, which enables businesses to engage customers on widely used channels.
Rate My Service adds specialized feedback workflows and a strong understanding of local market needs. Together, the two teams aim to deliver a more holistic, highly localized CX stack that suits different sectors, from retail and financial services to healthcare and hospitality.
Why this matters
- Localization plus scale: RMS brings deep Kenyan and regional context, while Ajua contributes continental footprint and infrastructure. That mix can help businesses run feedback programs that fit local behavior, not just global templates.
- Messaging-first distribution: Direct integrations with WhatsApp and other Meta surfaces make it easier for companies to meet customers where they already are.
- Cloud reliability: Running on AWS should make it simpler to grow usage quickly, roll out new features, and maintain uptime for enterprise clients.
Context from recent Ajua moves
Ajua has been consolidating capabilities for a while. In 2021, the company acquired WayaWaya to bolster automation and payments-adjacent integrations, an early signal that CX in Africa would increasingly blend messaging, transactions, and support. See our earlier coverage: Ajua acquires Kenya’s AI platform WayaWaya.
In April 2025, Ajua also strengthened its leadership bench by bringing back Claire Munene as Chief Experience Officer, underscoring a focus on customer-centric execution. Read: Ajua reappoints Claire Munene as Chief Experience Officer.
Ajua’s emphasis on WhatsApp as a service channel is not new either. Back in 2021, the company announced work with Facebook to help automate customer support on WhatsApp at a time when Kenya already led the world in monthly WhatsApp usage share. Flashback: Kenya leads the world in WhatsApp usage; Facebook–Ajua announcement.
The tech stack, briefly
- AWS foundation: Ajua positions itself as an Africa-first CX platform built on AWS. For broader industry context on AWS’s growing Kenya footprint, revisit our pieces on the AWS Development Centre in Nairobi and the planned AWS Local Zone in Nairobi.
- Meta and Google integrations: Direct connections, including WhatsApp, broaden collection points for feedback. This aligns with the continued rise of messaging-led tools, and follows WhatsApp’s recent AI additions in Kenya: Meta AI lands on WhatsApp in Kenya.
What to watch next
- Product integration timeline: How quickly RMS’s features appear inside Ajua’s suite, and which sectors get tailored playbooks first.
- Regional expansion: Signals of faster rollout across East, West, and Southern Africa, especially where WhatsApp is dominant for commerce and support.
- Outcome-based metrics: Case studies that link CX programs to retention, repeat purchase, and reduced support costs. For background, see our explainer on why CX drives growth: Customer experience is key to business growth in 2025.
Bottom line
Ajua’s purchase of Rate My Service is a consolidation bet on localized execution. If the combined platform can convert real-time feedback from messaging channels into measurable business outcomes, it will set a high bar for CX in African markets.
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