.svg)
In a key milestone in the United Arab Emirates’s digital transformation strategy, the country has introduced a new domestic payments card for consumer use.
Al Etihad Payments (AEP), a subsidiary of the Central Bank of the United Arab Emirates (CBUAE), has launched Jaywan, the country’s first domestic card scheme.
This move follows similar initiatives in India, where RuPay launched in 2012, and Turkey, where TROY launched in 2015.
Designed to strengthen the UAE’s position as a global hub for digital payments, Jaywan is intended to improve financial inclusion, while also lowering transaction costs and accelerating local payment processes.
It follows other innovations in the UAE, such as the launch of instant payments, and biometric authentication.
According to the central bank, Jaywan cards will be available in multiple forms, including debit, pre-paid and credit cards, and will be accepted across all payment channels, including ATMs, point-of-sale (POS) terminals and e-commerce transactions.
“Jaywan is one of the key initiatives that aligns with the UAE’s wise vision and strategic aspirations for digital payments by localising card payment operations and enhancing the competitiveness of electronic payments,” said H.E. Saif Humaid Al Dhaheri, the CBUAE’s assistant governor and Al Etihad Payments (AEP) chair.
“Through this scheme, we aim to reduce payment costs, accelerate the implementation of our digital transformation strategy, and strengthen our commitment to developing more future-ready financial services.”
Consumers in the UAE are able to choose between mono-badge cards, which are limited to domestic and Gulf Cooperation Council (GCC) transactions, or co-badge cards, which are partnered with international payment networks for both local and global use.
AEP has now inked agreements with major international payment providers, including Discover, Mastercard, Visa and UnionPay, to enable wider acceptance of Jaywan cards.
In addition, the central bank has confirmed that a memorandum of understanding (MoU) with Samsung Gulf Electronics will integrate Jaywan into Samsung Wallet, allowing users to make payments via their smartphones.
Going forward, plans are also in place to expand Jaywan’s compatibility to Google Pay and Apple Pay in the next phase, as well as establish bilateral agreements with India by mid-2025.
Benefits for consumers and merchants
To raise awareness of Jaywan’s benefits, AEP plans a nationwide campaign in April 2025 that will focus on how the scheme aims to reduce payment costs, heighten payments security and provide a seamless transaction experience for consumers and merchants alike.
"We have worked closely with all industry stakeholders to build a brand-new national card scheme,” said Jan Pilbauer, CEO of AEP.
Pilbauer added that the central bank has consumers and merchants front of mind, having “considered their needs and expectations, further empowering users with great control, convenience and benefits domestically”.
“Jaywan is another prominent achievement in building a more flexible and successful infrastructure for future payments that supports the UAE’s economic ambitions."
