Getting customers to download a mobile app can be harder than many businesses expect.
A customer may be interested in a service but not want another application on their phone. They may have limited storage, limited mobile data, an older phone, or simply prefer not to install an app for a task they only perform occasionally.
This creates an important question for businesses:
How can customers interact with your company through their phones without downloading an application?
One answer is USSD.
USSD allows a business to create interactive mobile menus that customers can access by dialing a short code. MSpace describes its USSD service as accessible from both smartphones and basic phones, without requiring mobile data. Its current website summarizes the concept simply: “No app. No data. Just dial and go.”
That makes USSD particularly useful for businesses that want to provide quick mobile services without making an app installation a requirement.
What Is USSD?
USSD stands for Unstructured Supplementary Service Data.
It allows a customer to interact with a business through a session-based menu on their mobile phone.
Instead of downloading an application, the customer dials a code such as:
*123#
A menu appears.
For example:
Welcome to ABC SACCO
Check Balance
Loan Status
Mini Statement
Make a Request
Contact Us
Exit
The customer selects an option and continues through the menu.
There is no app store.
There is no installation process.
There is no need to create a complicated mobile interface for the customer to navigate.
The experience is based on short, structured interactions.
MSpace explains that USSD creates a real-time connection between the user's phone and the service provider, allowing a two-way exchange during the session.
Why Businesses Should Not Assume Every Customer Wants an App
Mobile applications can be extremely useful, but they are not automatically the best solution for every customer interaction.
Consider a customer who wants to perform one simple task.
Perhaps they want to:
Check an account balance
Find out whether an order has been dispatched
Register for an event
Answer a survey
Check a loan status
Request a service
Find information
Submit feedback
Would that customer download an application just to complete one task?
Sometimes yes.
But sometimes the answer is no.
They may think:
“Why should I install an app for this?”
That is where USSD becomes interesting.
Instead of asking customers to install something first, a business can give them a simple instruction:
Dial our USSD code and select an option.
The shorter the customer journey, the more useful this approach can become.
How a Customer Uses USSD
The basic process is straightforward.
1. The customer dials the USSD code
The customer enters the business's USSD code on their phone.
2. The business menu appears
The customer sees the available services.
3. The customer selects an option
They enter the corresponding number.
4. The system asks for additional information
Depending on the service, the customer may be asked for a membership number, account number, response or other relevant information.
5. The system processes the request
The USSD application communicates with the business's system.
6. The customer receives the response
The session provides the requested information or confirms the action.
This is very different from a traditional website where the customer may need to open a browser, search for the company, navigate several pages and possibly log in.
1. Let Customers Check Information Without an App
One of the simplest uses of USSD is information retrieval.
For example, a SACCO could provide:
Dial *123#
Account Balance
Loan Balance
Mini Statement
Contribution Status
A customer does not need to open the SACCO's application just to check a basic piece of information.
The same principle can be adapted by other businesses.
A company could provide:
Membership information
Service status
Customer account information
Order information
Booking information
General service information
The exact functions depend on the business's system and integrations.
2. Allow Customers to Register for Services
Businesses can also use USSD to collect basic registration information.
Imagine an event company promoting a conference.
Instead of saying:
“Download our app to register.”
It could provide a USSD option.
A customer could dial the code and select:
1. Register for Event
The system could then ask for the required information.
USSD registration can be useful for:
Events
Membership organizations
Customer programs
Promotions
Surveys
Community initiatives
Service requests
The objective is to remove unnecessary barriers between the customer and the first interaction.
3. Conduct Surveys Without an App
Businesses constantly need customer feedback.
But asking customers to download an application just to answer five questions can create unnecessary friction.
USSD can provide a simpler alternative.
For example:
How would you rate our service?
Excellent
Good
Average
Poor
Very Poor
The customer selects an answer and continues.
MSpace specifically lists surveys and polls among potential USSD applications. Its broader platform also supports mobile surveys through SMS or USSD without requiring respondents to download an app.
This could be useful for:
Customer satisfaction surveys
Product research
Service evaluations
Event feedback
Market research
Member surveys
4. Give Customers Access to Mobile Banking or SACCO Services
Financial organizations are another strong use case.
A SACCO may have a mobile application, but it can still provide selected services through USSD.
For example:
ABC SACCO
Balance
Loan Status
Mini Statement
Contribution
Support
Customers can access simple services without opening the organization's app.
MSpace specifically identifies checking account balances and mobile banking-related services among USSD use cases.
For financial services, however, businesses should design appropriate authentication, security and regulatory controls for the specific transactions they intend to support.
5. Allow Customers to Request Services
USSD does not have to be limited to displaying information.
A business can create menus that allow customers to initiate requests.
For example:
Welcome to ABC Services
Request a Callback
Request a Quote
Book a Service
Report an Issue
Contact Support
A customer can start the process without installing anything.
The business can then route the request to the appropriate system, employee or department.
This can be especially useful for businesses with repetitive customer requests.
6. Use USSD for Promotions and Coupons
Businesses can also use USSD as part of promotional campaigns.
For example:
Dial *123#
Today's Offer
Get Coupon
Find Nearest Branch
Contact Sales
MSpace lists vouchers and coupons among its USSD use cases.
A retailer could promote the USSD code through:
Posters
Social media
SMS
Radio
Packaging
Receipts
Websites
In-store displays
The customer does not have to download an app before participating.
7. Let Customers Access Services on Basic Phones
One of the biggest advantages of USSD is that it does not depend on the customer owning a modern smartphone.
MSpace describes its USSD service as accessible from both smart and basic phones without data.
That expands the potential reach of a business.
A company does not have to assume:
“Everyone who uses our service has a smartphone with enough storage and mobile data.”
Instead, it can offer a channel designed around the mobile phone itself.
This can be especially valuable for organizations serving broad or diverse customer populations.
8. Use USSD Alongside Your Existing App
Businesses do not necessarily have to choose between an application and USSD.
They can use both.
For example:
Mobile App
Best for:
Detailed dashboards
Rich interfaces
Documents
Advanced account management
Detailed reports
Complex workflows
USSD
Best for:
Quick checks
Simple requests
Short menus
Basic account information
Surveys
Simple transactions
Customers who do not want to install an app
This gives customers a choice.
The business can maintain its application for customers who prefer it while providing USSD for customers who want a faster, simpler option.
9. Combine USSD With SMS
USSD and SMS can work particularly well together.
Suppose a customer uses USSD to request a service.
After the interaction, the business could send an SMS confirmation.
For example:
Your service request has been received. Reference: 45892. We will contact you shortly.
The USSD session handles the interaction.
SMS handles the follow-up.
This gives the business two different communication functions instead of trying to make one channel do everything.
MSpace provides both USSD and Bulk SMS services, allowing businesses to consider them as part of a broader customer communication strategy.
10. Connect USSD to Business Systems
USSD becomes considerably more powerful when it connects to the systems a business already uses.
For example, a business may have a customer database.
A customer enters their membership number through USSD.
The system can use that information to retrieve the relevant account information and return an appropriate response.
MSpace provides a USSD API for developers and technical teams. Its documentation explains that a business can register a service code and provide a callback URL that is triggered when a USSD request reaches its servers.
This means USSD does not have to exist as an isolated menu.
It can become part of a larger digital workflow.
11. Real Estate Businesses Can Use USSD Without an App
Real estate companies can also use USSD for simple lead-generation activities.
Imagine a property company advertising:
“Looking for a house? Dial *123#”
The menu could include:
Buy Property
Rent Property
Request Viewing
Speak to Agent
New Listings
The company could capture initial inquiries and follow up with interested prospects.
This can be particularly useful when the company wants to make its advertising actionable without forcing prospects to download an application first.
12. Schools Can Create Simple USSD Services
Schools and educational organizations can also consider USSD for selected administrative functions.
For example:
ABC Academy
Admissions
School Information
Fee Inquiry
Events
Contact School
Parents do not necessarily need another app simply to obtain basic information.
For more advanced functions, the school may continue using its website, parent portal or mobile application.
USSD can simply provide an additional access point.
13. Hotels and Hospitality Businesses Can Use USSD
Hotels, restaurants and hospitality companies can use USSD to create simple customer interactions.
For example:
ABC Hotel
Make an Inquiry
Room Information
Restaurant
Events
Contact Reception
A hotel could advertise its USSD code on:
Social media
Brochures
Posters
Business cards
Receipts
Promotional material
The objective is to make it easy for a potential customer to start an interaction.
14. Logistics Companies Can Offer Quick Service Access
A logistics business could potentially use USSD to provide simple customer services.
For example:
Track Delivery
Request Support
Delivery Information
Contact Agent
A customer could start the interaction without downloading the company's application.
For more complex tracking interfaces, the business could direct customers to a website or app.
USSD can handle the simple cases.
15. Use USSD for Customer Feedback
Businesses sometimes lose valuable feedback because the feedback process is too complicated.
A USSD survey can reduce that friction.
Imagine a customer receives a service and is asked:
Rate your experience
Excellent
Good
Average
Poor
The business can then collect the responses and identify trends.
The important point is not to create a 30-question USSD survey.
USSD works best when the interaction is concise and purposeful.
USSD Can Reduce the App-Download Barrier
Think about the difference between these two customer journeys.
App-based journey
Customer sees advertisement
→ visits app store
→ searches for app
→ downloads app
→ installs app
→ opens app
→ registers
→ logs in
→ finds service
USSD journey
Customer sees advertisement
→ dials USSD code
→ selects service
→ completes interaction
The second journey can be dramatically simpler for a small, specific task.
That does not mean USSD should replace every digital channel.
It means businesses should stop assuming that app installation is the only way to create mobile customer access.
USSD Is Particularly Useful for High-Frequency Simple Tasks
The strongest USSD applications are usually those where the customer needs to perform a relatively straightforward action.
Examples include:
Checking a balance
Checking a status
Requesting information
Registering
Answering a survey
Selecting an option
Requesting assistance
Accessing a simple service
Receiving a confirmation
If the customer needs a highly visual experience, a mobile application or website may be more appropriate.
The key is matching the technology to the task.
How Businesses Can Get Started With USSD
A business considering USSD should begin with the customer problem rather than the technology.
Ask:
What do our customers repeatedly need to do?
Then identify whether that process can be simplified into a menu.
For example:
Problem: Customers repeatedly call to check their account balance.
Possible USSD solution:
Dial code → enter account information → receive balance.
Or:
Problem: Customers struggle to register for events.
Possible USSD solution:
Dial code → select event → enter required information → receive confirmation.
Or:
Problem: The business wants quick customer feedback.
Possible USSD solution:
Dial code → answer short survey → submit.
The technology should follow the problem.
What Does MSpace Provide?
MSpace currently offers USSD solutions that can be used to create interactive menu-driven mobile services accessible from smart and basic phones without mobile data.
Its USSD offering includes dedicated USSD, shared USSD and a test-bed service. The published pricing currently lists a KES 10,000 + VAT setup fee and KES 5,000 + VAT monthly fee for Shared USSD, while Dedicated USSD and test-bed options have different charges. Businesses should confirm current pricing and requirements before purchasing.
MSpace also provides USSD API documentation for businesses and developers that need to connect their USSD service to their own systems.
That means a company can approach USSD not merely as a standalone menu, but potentially as part of a larger digital infrastructure.
Could Your Business Use USSD Instead of Building Another App?
Before spending money developing another mobile application, ask whether customers actually need an app for the task you are trying to solve.
If customers only need to:
Check information
Make a simple request
Register
Answer a survey
Check a status
Access an account service
Request assistance
USSD may be worth considering.
If the business needs rich graphics, maps, extensive dashboards, video, document management or highly complex workflows, an app or website may remain the better choice.
In many cases, however, the smartest solution is not USSD versus app.
It is:
USSD + App + Website + SMS + WhatsApp
Each channel can perform the job it is best suited for.
Businesses Can Also Turn USSD Knowledge Into an Affiliate Opportunity
There is another opportunity for consultants, marketers, agencies, freelancers, IT professionals and business advisors.
You may already know businesses that need better customer communication.
A client may tell you:
“Our customers keep calling us to check their account status.”
Another may say:
“We need a way for customers to register without downloading our app.”
Another may say:
“We want to run customer surveys.”
These are potential situations where you can introduce the business to USSD.
MSpace's affiliate program currently pays a default 7% commission on confirmed and approved sales generated from eligible new clients. Its published affiliate page also gives a USSD package example of KES 36,000 with a corresponding 7% example commission of KES 2,520. Referrals are tracked through a 30-day cookie window.
Join the MSpace Affiliate Program
If you regularly interact with business owners, organizations, entrepreneurs, agencies or companies that could benefit from USSD, you can become an MSpace affiliate and refer eligible new clients.
Use this link:
https://mspace.co.ke/affiliate?join=C3D8071C4D
You can promote your referral link through your blog, WhatsApp, social media, email, networking or direct business conversations.
The key is not to simply tell people:
“Join MSpace.”
Instead, identify a real business problem and show how a service such as USSD could solve it.
Final Thoughts
Customers do not always want another app.
Sometimes they simply want to accomplish one task quickly.
USSD gives businesses a way to provide mobile access without requiring customers to download an application or depend on mobile data. It can be used for account inquiries, surveys, registrations, service requests, promotions, customer support and other structured interactions.
For businesses, the real advantage is not simply having a USSD code.
The advantage is removing unnecessary friction between the customer and the service.
If a customer can dial a code, select an option and complete the task in a few steps, the business has created a much simpler mobile experience.
And for businesses already using apps, websites, SMS or WhatsApp, USSD does not necessarily have to replace those channels.
It can become another door through which customers can reach the business.
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