The Central Bank of Tunisia (BCT) has announced the creation of a unique national label for mobile payment services, named “TUNPAY.”
The initiative aims to establish a common visual identity for mobile payment services across the country.
According to a BCT statement, the label was developed in consultation with the Tunisian electronic payment company (SMT), which manages the national mobile payment system.
The Central Bank is now inviting all electronic wallet issuers, including banks, the postal service, and payment institutions, to adopt “TUNPAY” as the national visual identity and roll it out across their networks.
The label must be integrated into digital channels as well as all acceptance points, such as merchants, agencies and payment agents.
Objectives and scope
According to the BCT, the label is intended to unify the identity of mobile payment services, make acceptance points easier to identify, and strengthen user trust.
The Central Bank also stressed the need to support the rollout with targeted communication, positioning “TUNPAY” as a benchmark for trust, simplicity, and reliability.
“The concerted adoption and promotion of this label are essential levers for strengthening user confidence and accelerating the nationwide adoption of mobile payment,” the BCT stated.
Before the introduction of “TUNPAY,” mobile payment in Tunisia existed but in a fragmented manner across multiple solutions. Each bank, operator, or payment institution developed its own applications and systems, without a unified visual framework.
Thus, there was neither a single national brand nor a common visual standard to clearly identify mobile payment services across the country.
The introduction of this new label aims to move from a fragmented system to a harmonized framework, where different players share a common visual and organizational reference.
