Article: How USSD powers rural Ghana’s digital economy
USSD has become the lifeline for rural populations, ensuring digital equity in an era of rapid technological evolution.
A group of women gather under the shade of a baobab tree in Nyankpala in Ghana’s Northern Region to discuss their latest shea butter exports.
As their conversation continues, Hasana Ibrahim pulls out her small “yam” feature phone and dials a familiar string of numbers.
Within moments, she confirms receipt of payment from Tama Cosmetics for her butter sale.
“We rely on mobile money through USSD to get paid,” Hasana explains.
“Without it, we would have to travel hours to Tamale to collect cash, wasting time and resources.”
For Hasana, USSD (Unstructured Supplementary Service Data) technology is more than a convenience—it’s the backbone of her business.
Moving away from the North, Adwoa Kwarteng, a maize farmer in the Eastern region, navigates her “yam” feature phone with ease.
With a few taps, she sends money to her daughter in Accra, all without needing internet access.
“USSD has been a game-changer for us in the village,” Adwoa says. “I don’t need an expensive phone or internet to handle my transactions. It’s simple and reliable.”
Similarly, Kwame Owusu, a cocoa farmer in the Ahafo Region, uses USSD to manage his finances.
Before the advent of mobile money services, Kwame had to travel two hours to the nearest bank. Now he saves his earnings on his phone and transfers funds directly to suppliers for fertilizer and other farming inputs.
“USSD has made it easier for me to save money and pay bills,” Kwame shares. “But sometimes, poor network coverage means I have to walk to another village just to complete a transaction.”
For many in rural Ghana, smartphones remain a luxury, with basic feature phones known widely as yam phones being the primary means of communication.
This gap, however, has not excluded them from engaging in essential digital transactions.
USSD has become the lifeline for rural populations, ensuring digital equity in an era of rapid technological evolution.
From mobile money transfers to e-government services and utility payments, USSD empowers individuals without smartphones or internet access to participate in the digital economy.
Typically assigned by a telecommunications company, an application built using USSD will have a unique short code comprising a combination of numbers and the ‘*’ and ‘#’ wild characters; for example, *900#.
A USSD code may be dedicated or shared (for example, “*800*30#”).
Its simplicity, affordability, and accessibility have made it a critical tool in bridging Ghana’s digital divide.
Financial Inclusion Through USSD
USSD-powered mobile money services have redefined financial access for rural communities.
Parents in remote areas use USSD to pay school fees. Kojo Mensah, a carpenter in the Central Region, praises the service. “My son’s school is far, but I can pay his fees from here without missing work,” he says.
The convenience is not without its challenges, though. Poor network coverage often disrupts transactions. “Sometimes, I have to walk to the next village for better reception,” he adds.
Expanding Public Services with USSD
USSD is not just about financial services—it has also become a gateway for rural communities to access public services.
In Bonsuoku in the Central region, a teacher, Yaw Mensah, uses USSD to pay for electricity credits.
“For us in rural areas, these services are a lifeline,” Mensah says. “It saves us trips to the city, which are expensive and time-consuming.”
The National Health Insurance Scheme (NHIS) has also adopted USSD for membership renewals, greatly benefiting rural dwellers.
“I renewed my NHIS card in minutes without leaving my farm,” says Akosua Dapaah, a maize farmer in the Bono East Region.
Challenges and Gaps
Despite its advantages, USSD faces several hurdles. Transaction failures due to network instability remain a common complaint. “Sometimes, you finish all the steps, but the money doesn’t go through,” says Hasana Ibrahim from Nyankpala.
Moreover, literacy barriers also pose a challenge. In Nyankpala, some traders struggle to navigate the menus.
“If I don’t understand something, I have to ask my grandson to help,” admits Salamatu Alhassan, a market vendor.
Experts suggest that addressing these issues will require investment in network infrastructure and tailored education programs.
Expert Perspectives: Sustaining and Enhancing USSD
Telecommunications experts emphasize the importance of sustaining USSD as a pillar of digital inclusion.
“USSD is critical for achieving digital equity in Ghana,” says Ebenezer Owusu, a business and systems analyst and a member of the ICT professionals in Ghana.
“While we focus on advanced technologies, we must ensure USSD systems are reliable and secure.”
PeterKing Quaye, a regional executive director with the West Africa ICT action network in digital inclusion, agrees.
“Ghana’s DPI must cater to everyone, including those without smartphones. Integrating USSD into newer platforms will ensure inclusivity,” he says.
Both experts also stress the importance of public education. “People need to be aware of how to use USSD securely to avoid fraud and errors,” Ebenezer Owusu adds.
A Future of Inclusive Digitization
USSD’s role in Ghana’s digital landscape underscores the importance of inclusivity in technological development. By providing a bridge for underserved populations to access essential services, USSD has proven that advanced technology is not the only path to progress.
The government and telecom providers must work together to improve network reliability, enhance security, and educate users on maximizing USSD’s potential. For now, the simple act of dialling a short code remains a testament to the power of innovation to empower even the most marginalized communities.
“USSD may not be fancy, but it works,” says Adwoa Kwarteng. “And for us, that’s all that matters.”
This report is produced under the DPI Africa Journalism Fellowship Programme of the Media Foundation for West Africa and Co-Develop.
Caleb Ahinakwah
The writer is a senior broadcast journalist at Asaase Radio and a DPI Fellow with the media foundation for West Africa.
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