Ride-hailing company Bolt has launched Bolt Plus, a subscription service in Kenya offering cashback on rides, free food delivery and priority driver matching. The service aims to reward frequent users and strengthen customer loyalty as competition intensifies in the country’s ride-hailing and food delivery markets.
The subscription costs Sh280 per month or Sh899 annually, with new subscribers receiving their first month free. As part of its launch promotion, Bolt is offering an introductory rate of Sh119 per month for the first six months. Members receive cashback on rides, credited to their Bolt Balance for use on future trips, priority driver matching during peak periods and three free ride cancellations each month.
Bolt Plus also extends benefits to food delivery customers. Members can access free delivery on eligible orders from selected restaurants and stores, saving up to Sh200 per order. Their orders are also prioritised for faster delivery.
Ivy Njeri Maingi, Bolt Food General Manager for Kenya, said the service was designed around the value customers receive. “A subscription only works when the customer can see the value in it, and that was the starting point for Bolt Plus,” she said. Maingi added that the service offers regular users greater value from their spending as consumers become more deliberate about the digital services they pay for.
The launch comes amid growing adoption of digital payments and paid online services in Kenya. A Media Council of Kenya study, Navigating the Digital Reality 26, found that 67.1% of respondents frequently encounter payment mechanisms on digital platforms, while 45.8% pay to access Kenyan digital content. The study also identified affordability and perceived value as important considerations for consumers.
Data from the Communications Authority of Kenya shows that active mobile subscriptions rose by 7.4% to 84.1 million in the third quarter of the 2025/26 financial year. Mobile money subscriptions reached 53.4 million during the same period, equivalent to 100.1% penetration.
Subscription models are increasingly being used by ride-hailing and delivery platforms to encourage repeat usage and reduce customer switching. Bolt operates in nine Kenyan cities, while Bolt Food works with more than 2,000 restaurants and retail outlets and over 2,500 courier partners. Bolt Plus is available nationwide through the Bolt and Bolt Food apps.
