Solution makes its global debut in the UAE, and marks the first Mastercard deployment of its kind in the Middle East
DUBAI: Citi has launched Smart Subscriptions in the UAE, marking its first deployment of the solution anywhere in the world and selecting the UAE as its global launch market. Delivered in collaboration with Mastercard, the launch also makes Citi the first bank in the Middle East to go live with Mastercard’s subscription management capability.
The new complimentary feature allows Citi cardholders to view and manage all their digital subscriptions – from streaming services to meal deliveries – directly in the Citi banking app, giving them greater control over their subscription services and recurring spend.
The first Smart Subscriptions launch for Citi worldwide taps into UAE consumer demand for subscription management in banking apps while meeting regulatory requirements. The move aims to help streamline personal finance management, enhance customer experience, reduce operational complexities and costs, drive engagement and boost loyalty.
Connecting banks, merchants and consumers to create a holistic subscription management journey, Mastercard’s Smart Subscriptions[1] offers cardholders greater control and visibility over committed spend from their existing banking channels.
On average, issuers who adopt Smart Subscriptions have observed a 10% increase in customer spend on subscriptions. For merchants, the solution unlocks new opportunities to reduce chargebacks, grow retention and minimize unnecessary payment stops. Powered by Ethoca, a Mastercard company, the next-generation technology also enables users to access itemized digital receipts for transactions from hundreds of participating merchants.
“Mastercard and Citi share a commitment to spearheading digital innovation, harnessing the potential of the latest technologies to put people first and equipping consumers with intelligent, practical tools that seamlessly fit within their lifestyles. The introduction of our Smart Subscriptions solution is a significant step in our joint efforts to shape the future of payments in the region,” said Gina Petersen-Skyrme, Senior Vice President and Country Manager, UAE and Oman at Mastercard.
Commenting on the launch, Shamsa Al-Falasi, CEO Citibank N.A., UAE and UAE Citi Country Officer and Banking Head, stated, “As we focus on driving digital progress and supporting our clients, the UAE is a key market to debut this pioneering solution. Our collaboration with Mastercard to launch Smart Subscriptions globally from the UAE underscores Citi’s commitment to delivering world-class digital capabilities that empower our clients. By integrating this advanced technology directly into our mobile banking platform, we are setting a new benchmark for transparency, control, and trust in the wider payments’ ecosystem.”
The integration of Ethoca Smart Subscriptions into the Citi Mobile App enhances transparency and control over recurring payments. This capability enables customers to clearly identify subscription-based transactions linked to their card and gain a better understanding of ongoing merchant billing relationships.
“In technologically advanced economies, such as the UAE, digital subscriptions are fast becoming an integral part of people’s everyday lives. We are proud to be the first bank in the Middle East to bring Smart Subscriptions to the market in collaboration with Mastercard. This integration delivers a more seamless and transparent cardholder experience, while strengthening our digital servicing proposition to help customers clearly identify subscription-based transactions and better understand their merchant billing relationships. The launch addresses our customers’ evolving needs by empowering them to manage recurring payments with convenience and confidence,” saidRajeev Garg, UAE Head of Wealth at Citi.
“Our collaboration with Citi shows how Mastercard combines global scale with local insight to deliver innovation that can grow across markets. Launching Smart Subscriptions in the UAE addresses a clear consumer need while creating a scalable model for Citi globally,” said Victor Nordenson, Executive Vice President and Global Account Management at Mastercard.
According to a commissioned survey conducted by Forrester Consulting on behalf of Mastercard earlier in the year 2026[2], 53% of UAE consumers agree that challenges with subscription management have resulted in them tracking their expenses more closely Meanwhile, 78% are interested in subscription management tools from their bank or card issuer, with 81% saying they would trust their bank more if it offered such tools.
The study also indicates that 84% of UAE consumers would be more likely to use a subscription management tool if it was offered by their bank or card issuer, and 83% would be motivated by easy, embedded cancellation options
