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MobilePay
MobilePay
MobilePay
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MobilePay is a mobile payment application used in Denmark and Finland. The service allows payments by means of a smartphone application and was first introduced in 2013 by Danske Bank. It was introduced to Finland later in the same year and since 2017 it has been used by all banks in Denmark. As of 2022, MobilePay had more than 4.4 million users in Denmark (total population: 5.8 million) and more than 2 million users in Finland (total population: 5.5 million).[1] This corresponds to 75.86% of the Danish population and 36.36% of the Finnish one. In 2022, MobilePay merged with Vipps of Norway to form Vipps MobilePay, but they maintain their separate brand names in each country. MobilePay is a member of the European Mobile Payment Systems Association.

Key Information

Function

[edit]

MobilePay is an application for phones with operating systems iOS and Android. MobilePay is a digital wallet covering all payment needs. Payments can be made to friends, smaller physical shops, supermarkets and larger chains, recurring payments, ecommerce and mcommerce and donations. By downloading this application, users are required to connect a credit card and account information to their mobile number. Money transfers are performed by entering a mobile phone number which is registered in the system. The funds are then transferred to this account, while the amount is deducted from the sender's credit card. There are no fees for private MobilePay accounts.

Security

[edit]

The application is protected by a user-selected four-digit PIN code or a fingerprint.[2] Initially, the login id was either the CPR-number (national id number) or the more secure NemID, but since 2023 either NemID or the similar MitID (using CPR-number is no longer possible).[3]

Requirements in Denmark and Finland

[edit]

Users must be resident in Denmark, have an Android or iPhone smartphone with a Danish phone number, a Danish CPR-number, a Danish bank account with a card, and be at least 13 years old.[4] Private people can only have one MobilePay account. Companies and people doing business can have a business account, which has fees (around DKK 0.30-0.80 per transaction).

Users in Finland must be at least 15 years old, have a mobile phone with a Finnish phone number, a Finnish Personal Identity Code, a permanent address in the European Economic Area and a working email address.[5] Means for strong authentication are also required, for example banking credentials, an ID card or the mobile certificate.[6]

History

[edit]
A street violinist accepting MobilePay in Copenhagen, 2025

Payment via mobile phones first became popular in Denmark, when DSB and the other traffic operators in the Copenhagen metropolitan area launched ticketing via SMS in January 2009, which worked as an extension of a similar system in Funen.[7][full citation needed]

In 2012, the banks in Denmark started a joint project for a new system.[8] Danske Bank chose to discontinue the cooperation at the end of 2012, quoting among other reasons that the joint system would not be usable outside of Denmark.[8] Originally, Danske Bank intended to offer MobilePay free of charge until the end of 2013, but then decided to let the system remain free of charge for private users even after this date.[9][10]

On 7 May 2013, Danske Bank launched MobilePay, which by the end of 2013 had been installed 877.000 times.[11] The cooperation between the other banks was named Swipp and was launched on June 13, 2013.[9] In February 2017, Swipp closed and all Danish banks transferred to using MobilePay.[12]

Expansion beyond Denmark and merger with Vipps

[edit]

MobilePay was introduced in Finland in December 2013, in Norway in August 2015 and in Greenland in August 2020.[13][14] In January 2018, MobilePay discontinued all services in Norway.[15] Mobile pay is not available in the Faroe Islands (an autonomous part of the Danish Realm, like Greenland).[16]

In June 2021, it was announced that MobilePay, the Norwegian service Vipps and the Finnish service Pivo [fi] were planning on merging into one company and one technology, however keeping their separate brand names.[17] In 2022, it was announced that following a review by the European Commission's Directorate-General for Competition, Finnish service Pivo would not be part of the merger.[18] The new company is named Vipps MobilePay.[19] As of 2022, MobilePay had more than 4.4 million users in Denmark and more than 2 million users in Finland,[1] whereas Vipps of Norway had 4.2 million users.[20] In comparison, each of these three countries have 5.4–5.8 million inhabitants.[21]

See also

[edit]
  • Vipps – Mobile payment service in Norway and Sweden
  • Swish – Another mobile payment service in Sweden

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

MobilePay

View on Grokipedia
from Grokipedia
MobilePay is a and application primarily used in and , enabling users to make transfers, in-store purchases, online payments, and bill settlements via smartphones. Launched in on May 7, 2013, by as the first app there; it was introduced in in December 2013, quickly gaining traction and reaching nearly 300,000 downloads within ten weeks of its Danish debut. By the end of 2013, the app had been installed over 877,000 times in alone, expanding through collaborations with other Nordic banks. Originally developed and owned by , MobilePay's ownership evolved through partnerships with additional financial institutions, leading to its merger with Norwegian payment service Vipps and Finnish provider Pivo in 2022 to form Vipps MobilePay AS, a major European entity backed by multiple banks. This consolidation created a unified Nordic mobile wallet serving over 12 million users (as of 2024) across , , , and , processing more than 1 billion transactions annually (as of 2024) and supporting over 400,000 merchants (as of 2024). In , it holds a 92% (as of 2024) among adults aged 15 and older, while achieving 59% penetration (as of 2024) in , reflecting its dominance in seamless, secure mobile transactions. Key features include QR code-based in-store payments, integrations, subscription management, and cross-border transfers within the Nordic region, all secured through bank-grade and user authentication via phone numbers or personal identification numbers. The service operates on the Vipps Technology platform, emphasizing simplicity and accessibility without requiring additional hardware for users or merchants. As of 2025, Vipps MobilePay employs around 500 people across four offices in three countries, continuing to innovate in digital payments amid growing adoption of contactless solutions in the Nordics.

Overview

Description

MobilePay is a smartphone-based application designed for (P2P), online, in-app, and in-store transactions, enabling users to send and receive money instantly using their mobile devices. It primarily operates in and , where it serves as a leading with over 4.5 million users in Denmark and approximately 2.8 million users in Finland as of 2025. The service integrates directly with users' accounts or cards, facilitating seamless fund transfers without the need for physical cards or . Originally launched in 2013 as a simple app for money transfers between individuals, MobilePay has evolved into a comprehensive that supports advanced functionalities such as splitting bills for group expenses and facilitating donations for efforts. This progression has made it a staple for everyday transactions in its core markets, including payments to merchants and online purchases. In recent years, it merged with Norway's Vipps to form Vipps MobilePay, expanding its Nordic footprint while maintaining focus on and .

Ownership and Operations

MobilePay is integrated into the Vipps MobilePay group following the 2022 merger between Norway's Vipps and Denmark's MobilePay, forming a unified entity under Vipps MobilePay AS. The ownership structure consists of 72.2% held by a consortium of Norwegian banks, including major institutions like DNB and SpareBank 1, with the remaining 27.8% owned by of . This bank-led ownership ensures alignment with financial sector interests while supporting cross-border Nordic payment initiatives. Governance of MobilePay falls under the shared of Vipps MobilePay, which oversees strategic decisions for the entire group, with Kjerstin Braathen serving as chair since the merger. The headquarters is located in , , serving as the parent company's base, while operational activities maintain dedicated teams in key markets, including offices in and for and for to handle local adaptations and compliance. This structure allows for localized execution within a centralized . As a bank-owned entity, MobilePay operates with a degree of independence in day-to-day functions, focusing on services across the Nordics. It processes millions of transactions daily, contributing to the group's total of 1.52 billion transactions in 2024, with generated primarily from fees—typically ranging from DKK 0.30 to 0.80 per transaction for in-store payments—while keeping consumer-to-consumer transfers free of charge. In 2025, Vipps MobilePay reported strong financial improvements from the previous year, with 2024 revenue reaching 1,707 million, an 18% increase in transaction income, and significant cost reductions leading to a 418 million better pre-tax result. These advancements, driven by platform unification and new features like tap-to-pay, position the group for sustained growth amid rising digital payment adoption in the Nordic region.

Functionality

Core Payment Methods

MobilePay's core payment methods enable seamless transactions primarily in and , focusing on (P2P) transfers, in-store purchases, and online or in-app payments. These methods rely on the MobilePay app, where users link their phone number to a or debit/ for funding and authorization. Transactions are processed in real-time, with users receiving instant app notifications confirming the transfer or completion. P2P transfers allow users to send money directly to friends or family by entering the recipient's phone number within the app, provided both parties have MobilePay accounts. This method supports quick, domestic transfers without needing additional details like numbers. As of January 2025, transfers up to DKK 4,000 per recipient within a 24-hour period are free for private users in ; amounts exceeding this incur a 1% fee on the excess, while overall daily limits reach DKK 50,000 and weekly limits DKK 100,000 to private users. In-store payments facilitate contactless transactions at physical retailers using (NFC) or scanning. Users approach the point-of-sale terminal, either tapping their NFC-enabled or scanning a merchant-generated via the app, followed by a swipe-to-confirm gesture. This is accepted at over 200,000 stores across , covering a wide range of merchants from supermarkets to small vendors. Online and in-app payments integrate MobilePay as a option on e-commerce websites and mobile applications, allowing one-tap purchases after initial setup. Merchants incorporate MobilePay buttons or links, redirecting users to the app for authentication using stored payment details linked to their or card. This streamlines checkout by avoiding repeated entry of card information, with the same real-time authorization and notification process applying.

Additional Features

MobilePay offers several specialized tools that extend its utility beyond basic and merchant transactions, facilitating collaborative among users. One such feature is the Grupper tool, which enables group expense sharing by allowing users to create shared groups for splitting bills and tracking contributions automatically. This functionality, integrated directly into the MobilePay app following the discontinuation of the standalone WeShare app in early 2023, calculates individual shares based on predefined rules, such as equal distribution or custom allocations, and supports settling balances within the group. Users can invite participants via phone number or link, making it suitable for scenarios like dividing costs from social outings or shared purchases. Complementing group sharing, the Boxes feature provides a mechanism for collective fundraising and savings, where users establish dedicated "boxes" to pool funds for specific purposes, such as class trips, gifts, or community events. Each box receives a for easy contributions, with real-time tracking of totals and participant inputs visible to all members. Contributions are made seamlessly through the app, and funds can be withdrawn by the box administrator once the goal is met, promoting transparency in joint financial goals without requiring external banking coordination. MobilePay also supports bill settlements, allowing users to pay utilities, invoices, and other recurring bills directly through the app using QR codes, links from providers, or integrated merchant options, with secure and real-time confirmation. Additionally, subscription management enables users to view, modify, or cancel ongoing subscriptions and recurring within the app, providing oversight of linked services and automatic billing cycles. In terms of regional interoperability, MobilePay, under the unified Vipps MobilePay platform, supports cross-border payments across the , allowing users in , Finland, and to send and receive money interchangeably using either the MobilePay or Vipps app since the rollout began in June 2024 for the initial three countries and extended to Sweden in the fourth quarter of that year. This seamless compatibility eliminates traditional barriers like IBAN requirements, enabling instant transfers as if within the same country. Additionally, MobilePay introduced tap-to-pay capabilities in late 2024, initially launching in in December for both and Android devices, which permits users to conduct contactless payments directly from their smartphones without needing extra hardware like card readers. This feature leverages the phone's NFC technology for in-store purchases, peer-to-peer transfers, and bill payments, and was expanded to by April 2025, with further rollouts to and in 2025.

Security and Compliance

Security Measures

MobilePay employs multi-layered methods to secure user access to the app and transactions. Users authenticate via a four-digit PIN code or biometric options such as fingerprint or , providing convenient yet robust verification for everyday use. Additionally, the service integrates with national digital identification systems, including MitID in and the equivalent Finnish Trust Network (FTN) in since 2023, for enhanced identity verification during onboarding or high-risk activities. To combat , MobilePay implements real-time monitoring of transactions and user activities to detect suspicious patterns, such as unusual spending or attempts. Users receive push notifications and in-app alerts for transactions and potential unauthorized access, enabling prompt review and response to mitigate risks. Data protection is a core pillar, with MobilePay fully compliant with the General Data Protection Regulation (GDPR). , including transaction and device information, is processed solely for essential purposes like detection and incident , with strict limits on retention and access. is applied across data storage and transmission, while international transfers outside the /EEA adhere to approved safeguards such as Standard Contractual Clauses. The privacy notice detailing these measures was last updated on June 18, 2024. For incident response, MobilePay maintains dedicated security monitoring and protocols to identify, investigate, and resolve breaches swiftly. User plays a key role in prevention, with in-app resources, under "Me > Data and privacy," and guidance in the official privacy notice emphasizing safe practices like recognizing and reporting suspicious activity directly through the app or via [email protected].

User Requirements and Availability

To use MobilePay in Denmark, users must be Danish residents aged 13 or older, possess a Danish telephone number, a Danish social security number (known as the CPR number), a Danish bank account from a participating bank, and a valid email address; authentication is performed via MitID, which requires the CPR number. Under-18 users are limited to transferring only available funds in their account, while those under 15 require parental or legal guardian consent for data processing. A Danish debit or credit card must also be linked to the account during setup. In , eligibility requires users to be residents aged 15 or older, with a Finnish telephone number, a Finnish social security number (Personal Identity Code), a valid , and a Finnish bank account from a supported institution. is performed via Finnish online banking credentials, which are part of the Finnish Trust Network (FTN). Technically, MobilePay demands an or Android smartphone capable of running the dedicated app, which must be downloaded from the respective app stores; for in-store contactless payments, devices need NFC () support to enable tap-to-pay functionality at compatible terminals. The service is available exclusively in and following the 2022 merger with Vipps, which unified operations under the Vipps MobilePay group but retained the MobilePay brand for these markets; it was discontinued in in 2018 due to competitive pressures and has not expanded to other countries.

History

Launch and Early Expansion

MobilePay was launched in May 2013 by as a (P2P) money transfer application in , marking one of the first solutions in the Nordic region. The app was developed in a rapid six-month sprint in collaboration with Trifork, focusing on enabling users to send and receive funds instantly using just a recipient's number linked to their . Initially, the service was offered free of charge to consumers to encourage widespread adoption and build transaction volume, with no fees for P2P transfers between private individuals. The simplicity of phone-number-based transfers contributed to rapid early adoption in , where the app was downloaded by approximately 300,000 users within just ten weeks of its public release. This quick uptake reflected the growing penetration in the country and the demand for convenient digital alternatives to cash and traditional bank transfers. By the end of 2013, MobilePay had expanded to in December, introducing similar P2P functionality to that market as Danske Bank's first offering there. The expansion leveraged the app's core design, allowing Finnish users to perform transfers via phone numbers without needing additional account details, further solidifying its position as a user-friendly tool for everyday payments. A pivotal milestone came in February 2017 when the rival Danish mobile payment service Swipp, a among multiple banks, was discontinued after struggling to gain traction. This closure prompted all major Danish banks to integrate and adopt MobilePay as their standard P2P solution, significantly boosting its market dominance and user base by unifying the fragmented landscape. The shift underscored MobilePay's early lead in usability and network effects, positioning it as the go-to app for mobile transfers in during its formative years.

Mergers and Recent Developments

MobilePay entered the Norwegian market in August 2015 but discontinued operations there in January 2018 due to insufficient user adoption and failure to build a sustainable customer base. In June 2021, announced plans to merge MobilePay with Norway's Vipps and Finland's Pivo to create one of Europe's largest bank-owned providers, with the new entity headquartered in and owned 65% by Norwegian banks, 25% by , and 10% by OP Financial Group. The merger would retain the MobilePay brand in and while integrating operations on a shared platform. However, in September 2022, the planned inclusion of Pivo was abandoned following concerns raised by the regarding competition in , where MobilePay and Pivo had overlapping customer bases from rival banks and OP Financial Group. The revised merger between MobilePay and Vipps proceeded without Pivo. The approved the Vipps-MobilePay merger on October 21, 2022, with the transaction finalizing on November 1, 2022, resulting in the formation of Vipps MobilePay AS, owned 72.2% by Norwegian banks and 27.8% by . Following the merger, Vipps MobilePay unified its apps and platform, launching a new version in in January 2024 and in in March 2024 to enable shared features and seamless cross-border functionality. MobilePay launched in in August 2020 and continues to operate there as part of its Nordic expansion efforts. In June 2024, Vipps MobilePay launched a seamless cross-border payment solution enabling users in , , and to transfer money using phone numbers without traditional banking details; was integrated in September 2024. In January 2025, MobilePay introduced a 1% service fee on private transfers exceeding 4,000 DKK (approximately 400 EUR) per recipient within a 24-hour period to cover operational costs for large transactions.

Adoption and Impact

Usage Statistics

MobilePay boasts a substantial user base in its primary markets, with approximately 4.6 million active users in as of 2025, out of a population of about 5.8 million. In , the service has around 2.8 million users, contributing to a combined Nordic footprint exceeding 12 million users when including integrations with Vipps in and . These figures reflect high adoption rates, particularly following the 2022 merger with Vipps, which facilitated cross-border expansions. The platform processes billions of transactions annually, with Vipps MobilePay handling 1.52 billion transactions across its markets in , a volume expected to grow in amid rising digital trends. In specifically, MobilePay facilitates a significant share of these, supporting transfers, in-store purchases, and online payments that underscore its role in everyday transactions. Nine out of ten payments made by in stores are now digital, with MobilePay enabling a substantial portion through its app-based interface. The Danish mobile payments market, in which MobilePay holds a dominant position, is valued at USD 216.62 million in 2025 and is projected to reach USD 945.21 million by 2030, growing at a (CAGR) of 34.27%. This expansion is driven by increasing penetration and consumer preference for convenient digital solutions. Demographically, MobilePay exhibits high penetration among the 13-65 age group, with particularly strong usage for and in-store transactions; for instance, over 80% of aged 20-39 reported using the app in recent surveys, while adoption spans broadly across working-age adults.

Market Position

MobilePay holds a dominant position in the Danish mobile payments market, having solidified its lead following the closure of the competing Swipp platform in 2016, when all major Danish banks transitioned to MobilePay due to its , open accessibility to all Dankort users, and user-friendly design. In , MobilePay maintains a strong foothold as one of the most popular options for purchases, supported by over 12 million users across the Nordics and high among younger consumers. This regional strength is further enhanced by its 2022 merger with Norway's Vipps, forming Vipps MobilePay and enabling pan-Nordic potential through unified infrastructure for seamless payments. Despite these advantages, MobilePay faces challenges from regulatory oversight and intensifying . The 2022 merger with Vipps underwent EU scrutiny under the Merger Regulation, with the assessing potential impacts on Nordic payment markets, including horizontal overlaps and vertical foreclosure risks in areas like transfers and ; ultimately, it was approved without significant concerns, as alternatives like other wallets remained viable. International players such as and are gaining traction, with surpassing MobilePay in and rapidly expanding across the Nordics, including near parity with local apps in and growth in . However, MobilePay's bank-backed model, integrating directly with users' banking apps from institutions like , fosters trust and loyalty among Nordic consumers who prioritize secure, familiar domestic services. MobilePay contributes significantly to the Nordic digital payments shift, where 76% of consumers now use mobile payments for in-store transactions, accelerating the decline of and promoting contactless . In 2025, enhancements like the 'Olga' AI model for detection—deployed by Vipps MobilePay to analyze over 266 million transactions and prevent more than 3,400 attempts, achieving a 98% reduction in cases—align with broader mobile wallet trends emphasizing AI-driven security. Looking ahead, MobilePay is projected to drive growth through 2030, supported by the Danish mobile payments market's expected of 34.27% and Europe's overall mobile payments expansion to USD 476.25 billion, fueled by cross-border features like seamless Nordic in-store and transfers launched in 2024–2025, alongside advancements in tokenization for secure international transactions.

References

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  69. https://action.deloitte.com/insight/4645/banks-likely-find-ticket-to-cross-border-payments-in-tokenization
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