Citi and Mastercard Launch Smart Subscriptions UAE
Citi has launched Mastercard’s Smart Subscriptions service in the UAE, giving cardholders a way to view and manage digital subscriptions through the Citi banking app.
The rollout also makes Citi the first bank in the Middle East to introduce Mastercard’s subscription management capability. Moreover, the complimentary feature covers recurring digital services ranging from streaming platforms to meal deliveries.
Smart Subscriptions Comes to Citi’s Banking App
Smart Subscriptions brings recurring payments into a single view within Citi’s mobile banking platform. As a result, customers can more easily identify subscription-related transactions linked to their Citi cards.
The service gives users greater visibility into ongoing merchant billing relationships. In addition, Mastercard says its solution can support subscription management through existing digital banking channels.
The technology comes from Ethoca, a Mastercard company. It also provides itemised digital receipts for transactions involving hundreds of participating merchants. As a result, customers can get more information about recurring purchases within their banking experience.
Mastercard first introduced Smart Subscriptions in 2024 as a subscription management solution for financial institutions. At launch, the technology included features to identify subscriptions, review payment history, and manage recurring services.
UAE Consumers Show Demand for Subscription Tools
The UAE launch follows research Mastercard commissioned from Forrester Consulting in 2026. The study surveyed 101 UAE consumers who had at least one subscription.
According to the research, 78% of respondents said they were interested in subscription management tools from their bank or card issuer. Meanwhile, 81% said they would trust their bank more if it offered such tools.
Furthermore, 84% said they would be more likely to use subscription management if their bank or card issuer provided it. Another 83% said they’d be interested in easy, embedded cancellation options.
The research also found that 53% of surveyed UAE consumers said subscription management challenges had encouraged them to track expenses more closely. Therefore, the findings point to demand for clearer visibility over recurring payments.
For issuers, Mastercard reports that institutions using Smart Subscriptions have recorded an average 10% increase in customer subscription spending. However, that figure reflects Mastercard’s reported results across adopting issuers and does not represent the UAE launch specifically.
Citi and Mastercard Expand Digital Payments
Citi says the UAE provides a suitable market for introducing the service because of demand for subscription management within banking applications. The launch also aligns with the bank’s wider focus on digital servicing.
Shamsa Al-Falasi, CEO of Citibank N.A. UAE and Citi’s UAE Country Officer and Banking Head, said the bank is integrating the technology into its mobile platform to strengthen transparency and control for customers.
Similarly, Rajeev Garg, Citi’s UAE Head of Wealth, said the service will help customers identify subscription transactions and better understand their ongoing merchant billing relationships.
Meanwhile, Mastercard’s Gina Petersen-Skyrme said the launch reflects the companies’ efforts to develop digital payment experiences for consumers in the region.
The UAE launch therefore adds subscription management to Citi’s digital banking services. At the same time, it marks Mastercard’s first deployment of this capability in the Middle East.
