Astra Tech, a consumer tech company based in the UAE, has rebranded PayBy as ‘botim money’, unifying its financial services under one accessible brand.
This change aims to simplify and enhance financial access for millions in the region, offering a user-friendly experience for everyday financial needs.
Originating as the UAE’s premier free VoIP platform, Botim boasts over 150 million users worldwide and has transitioned into a leading provider of embedded finance solutions, supporting the UAE’s cashless economy initiative, which aligns with Dubai’s goal of full cashlessness by 2026.
This rebranding aligns with the UAE’s broader mission to enhance financial accessibility, as emphasized by the Central Bank of the UAE’s National Financial Inclusion and Literacy Policies Forum.
“Botim money signifies more than a new brand or product integration; it underscores our commitment to financial inclusion and innovation. We are transforming connectivity into financial empowerment,” stated Dr. Tariq Bin Hendi, Astra Tech Board Member and botim CEO. “We built trust through communication and are now converting it into financial empowerment. Our aim is to create next-gen fintech that is simple and user-focused.”
Botim money, licensed by the Central Bank of the UAE, previously achieved dual authorization as a Retail Payment Services Provider and Stored Value Facility under PayBy. With its new identity, botim money continues to advance the UAE’s goals by providing a straightforward, regulated alternative to cash. Services include local and international money transfers, prepaid cards, lending options like Send Now, Pay Later (SNPL), and investment products such as National Bonds and gold.
Additionally, Astra Tech has introduced ‘botim money for Business’, a B2B service offering scalable, compliant merchant solutions and payment infrastructure, including secure salary disbursements, POS solutions, and Wage Protection Systems (WPS).
Reimagining financial access
This rebranding isn’t just a visual change; it embodies a design philosophy called the “Blueprint of Simplicity.” The new interface simplifies access to communication, payments, transfers, and credit tools by removing unnecessary jargon, flattening menus, and reorganizing services based on user needs. The aim is to make financial management as intuitive as messaging a friend.
To celebrate this milestone, botim has launched a nationwide brand campaign featuring a simple yet powerful gesture: the hand sign for love, reimagined to represent money. This visual metaphor connects finance with emotion, illustrating botim’s ability to blend connection with meaning. The campaign’s message is clear: money speaks many languages, and botim understands them all.
Intelligence economy to daily life
Developed and owned by Astra Tech, botim is a part of the G42 ecosystem, which leads AI transformations in various sectors. Astra Tech channels this intelligence to everyday users through communication and finance.
Rebranding PayBy to botim money marks a significant milestone, consolidating the platform’s fintech capabilities into a single, trusted hub and setting the stage for advanced AI integration, inclusive product development, and future-ready services across the region.
