Chpter Expands to 11 African Countries via Flutterwave Deal, Accelerates AI-First Commerce Strategy
Chpter, a Kenyan startup building software infrastructure for social commerce in Africa, has announced its expansion into 11 new African markets through a strategic partnership with fintech giant Flutterwave. This move significantly boosts Chpter’s footprint, adding Ghana, Senegal, Ivory Coast, Cameroon, Uganda, Tanzania, Rwanda, Egypt, Burkina Faso, Malawi, and Zambia to its current operations in Kenya, Nigeria, and South Africa.
Seamless Payment Solutions Across Africa
With this expansion, Chpter merchants in the new countries can now accept payments via mobile money, bank transfers, and cards, all processed and settled through Flutterwave’s infrastructure. Merchants also have the option to receive payments in their local currencies or in USD, providing more flexibility and accessibility for businesses of all sizes.
This deal further enables businesses to launch and scale e-commerce directly on platforms like WhatsApp and Instagram, even in regions where Chpter had no direct outreach. “We’ve been onboarding dozens of businesses weekly, with many new clients organically coming from Senegal and Tanzania,” said Chpter CEO Mark Kiarie.
AI-First Approach and Product Innovation
The partnership also marks Chpter’s transition into an AI-first software company. The startup has integrated AI agents for sales and customer support, handling about 45% of customer interactions, with expectations to scale that to over 80% as capabilities grow. This AI-powered model supports automated messaging, order management, and campaign execution through popular chat apps.
Co-founder and President Tesh Mbaabu highlighted the momentum behind the company’s growth:
“It took us 14 months to acquire our first 1,000 merchants. This year alone, we’ve added 1,500 more in under four months.”
Chpter’s AI-driven tools are built to optimise the customer journey on platforms like WhatsApp, especially through Pluto, its newly launched WhatsApp API suite. Pluto helps developers and merchants create full shopping experiences via chat, including order tracking, payment, and support, all within WhatsApp.
Social Commerce and Meta Partnership
Chpter is a Meta Business Partner, giving it access to features like in-chat product catalogs, advanced marketing tools, and a unified dashboard that consolidates conversations from WhatsApp, Instagram, and Facebook. Currently, over 60% of inbound traffic for Chpter-powered businesses comes from WhatsApp and Instagram, a testament to the growing importance of social commerce in Africa.
Revenue Model and Investor Backing
Chpter operates on a subscription-based SaaS model, with pricing tiers ranging from $50 to $550 per month, depending on the size and needs of the business. Additional revenue is generated through paid messaging and AI interactions on Meta platforms.
The company raised $1.2 million in pre-seed funding in September 2024, in a round led by Pani, the investment firm co-founded by ex-Cellulant CEO Ken Njoroge. Other investors include Techstars, Norrsken, Renew Capital, and various angel backers. Chpter has also taken part in accelerator programs by Norrsken and Safaricom.
