The era of simply hearing a song while you wait for someone to pick up their phone is officially evolving. Today, Safaricom, in partnership with Huawei, has launched VybCall, the country’s first-ever Video Ring Back Tone (VRBT) service. The new feature replaces the traditional audio-only ring back tones of its iconic Skiza service with short, customizable video clips, effectively turning that idle call-setup time into a mini multimedia show for your callers.
The service, built on the nearly two-decade legacy of Skiza, is now live. VybCall marks a significant milestone, making Kenya the first country in Africa to introduce a mainstream VRBT service.
“At Safaricom, we are constantly exploring new ways to give our customers choice and control through targeted experiences,” said Safaricom CTIO James Maitai in a statement. “The launch of Kenya’s first Video Ring Back Tone service is one way we are transforming daily moments creatively.”
This isn’t just a creative gimmick; it’s a strategic business move. With traditional voice and SMS revenues declining globally, telecom operators are increasingly reliant on value-added services. For Safaricom, where services like M-PESA already account for a staggering 44.2% of service income, VybCall represents a fresh and potentially lucrative revenue stream, building on a Skiza platform that already boasts over nine million subscribers and generates KES 7.58 billion annually.
How Safaricom VybCall Video Ring Back Service Works (And Where It Won’t):
The technology behind VybCall is powered by Safaricom’s Voice over LTE (VoLTE) network. Launched back in May 2020, this 4G-based infrastructure allows high-quality voice and video to be transmitted simultaneously, making it the perfect foundation for a video ringtone service. With Safaricom’s 4G network now covering 97% of the population, the backbone is certainly in place for a smooth rollout.
However, there’s a significant hurdle for early adopters: device compatibility.
For now, VybCall is only available on a limited range of smartphones. The list includes:
- The Safaricom Neon series
- Select Samsung devices and
- Select OPPO devices
- and Xiaomi’s Redmi A series.
- While support for Vivo devices is planned for the second quarter of 2026.
Anyone with a different Android phone or any iPhone is, for the time being, left out.
For those with a compatible device, opting in is straightforward: dial *860# or visit vybcall.safaricom.com via the Safaricom App.
A New Gig for Creatives and Marketers
Beyond personalizing your call experience with a music video or a personal clip, VybCall is being positioned as a powerful platform for monetization. Just as Skiza created an income stream for musicians, VybCall aims to do the same for Kenya’s burgeoning community of video content creators. While the exact revenue-sharing model hasn’t been detailed, it’s expected to follow the precedent of Skiza’s 40% payout to artists.
“Vybcall will help the amazing creatives in Kenya,” noted Gavin Gao, CEO of Huawei Kenya, highlighting the potential to “drive economic growth.”
Businesses are also a key target. Companies can use the service to display product demos, short advertisements, or promotional offers to anyone who calls their official lines, turning waiting time into a direct marketing opportunity.
This playbook has been tested and proven elsewhere. Huawei, Safaricom’s technical partner, has been running a similar VRBT platform with China Mobile since 2016, a service that now serves over 400 million users and has generated more than $1.5 billion in revenue. Safaricom is clearly betting on that success being replicable in the Kenyan market.
As Phase 1 of the VybCall deployment begins, both companies are already looking ahead. Future enhancements could include AI-generated video greetings, interactive advertising, and even deeper integration into Safaricom’s wider digital ecosystem, ensuring that the humble ring back tone continues to evolve far beyond a simple tune.
