1. Alya Pay: Morocco's first BAM-licensed BNPL fintech
Alya Pay obtained its Bank Al-Maghrib licence in March 2024, officially becoming the first BNPL (Buy Now Pay Later) fintech operating in Morocco. BNPL refers to a fractional payment method where the consumer pays for a purchase in several instalments, generally with no fee on their side.
In less than two years, Alya Pay has attracted 320,000 active users in 2025 and partnered with over 1,200 physical and online merchants. Its BAM licence allows it to operate within a regulated framework, unlike informal revolving credit schemes long tolerated in Morocco.
BNPL vs consumer loan
BNPL is designed for one-off purchases under 10,000 MAD, repaid over 3 months maximum. Beyond that, a classic consumer loan remains more appropriate.
2. The 4×25% fee-free consumer model
Alya Pay's principle is simple: at the checkout or online, you choose to pay in 4 instalments. The first payment (25%) is taken immediately, then the next three every 30 days. No fees or interest are charged to the consumer if all due dates are honoured.
The business model relies on a merchant commission of 3 to 5% deducted from the sale price. Merchants accept this commission because BNPL boosts average basket size by 30 to 60% according to industry studies. Alya Pay advances funds to the merchant within 48 hours and carries the default risk.
3. Limits: 8,000 MAD per purchase, 25,000 MAD per month
| Cap type | Amount | Use cases covered |
|---|---|---|
| Single purchase | 8,000 MAD | Smartphone, appliances, fashion |
| Monthly cumulative | 25,000 MAD | Several successive purchases |
| Beyond that | Classic consumer loan | Travel, home equipment |
Alya Pay enforces two strict limits to manage risk. The single-purchase cap is set at 8,000 MAD, which covers the majority of appliance, fashion and electronics purchases. The monthly cumulative cap is 25,000 MAD across all purchases.
Internal credit score
Alya Pay uses internal scoring based on repayment history. Rejection remains possible if over-indebtedness is detected or if there are negative records with the BAM Credit Bureau.
4. 1,200+ accepting merchants in Morocco
- Large retail: Marjane (non-food sections)
- Electronics: Cosmos Electro, Electroplanet, iStore
- Sports and leisure: Décathlon Maroc
- E-commerce: Atlasoft, Jumia (selected products), Marwa
- Fashion: LC Waikiki, Defacto, local brands
Alya Pay's acceptance has expanded rapidly since 2024. The network now covers over 1,200 physical and online merchants, from major chains to independent e-tailers.
5. Competitors: Atlas-Pay, Inbi, Salaf Pay
| Fintech | BAM licence | Users | Purchase cap |
|---|---|---|---|
| Alya Pay | Yes (March 2024) | 320,000 | 8,000 MAD |
| Atlas-Pay | Pending | 45,000 | 5,000 MAD |
| Inbi | Yes (Dec 2025) | 28,000 | 6,000 MAD |
| Salaf Pay | Pilot | 12,000 | 4,000 MAD |
The Moroccan BNPL market is structuring quickly. Several players emerged in 2025 to challenge Alya Pay, but none has yet reached its scale. Here's the compared landscape of the main players.
6. Instant onboarding: 3-minute KYC
- Download the Alya Pay app (App Store / Play Store)
- Enter phone number and email
- Photograph both sides of your national ID card
- Take a facial verification selfie
- Confirm monthly income and employment status
- Automatic validation within 60 seconds for 90% of applications
Opening an Alya Pay account is fully online via the mobile app (iOS/Android) or website. The KYC (Know Your Customer) process takes under 3 minutes thanks to automatic ID-card recognition and a verification selfie.
7. Real case: buying a 15,000 MAD MacBook
| Scenario | Solution | Total cost |
|---|---|---|
| Purchase under 8,000 MAD (refurbished iPhone) | Alya Pay 4×25% | 0 MAD in fees |
| MacBook 15,000 MAD (1 transaction) | 12-month consumer loan | ~900 MAD interest |
| MacBook split into 2 purchases | Alya Pay possible if merchant agrees | 0 MAD in fees |
Let's take a common example. You want to buy a MacBook Air at 15,000 MAD. This amount exceeds Alya Pay's 8,000 MAD single-purchase cap, so two options are available.
Good to know
To pay for a 15,000 MAD MacBook in 4 fee-free instalments (3,750 MAD/month), the merchant would have to agree to split the invoice into 2 transactions. Impractical: a classic 12-month consumer loan remains the simplest solution beyond 8,000 MAD.
8. When to prefer a classic consumer loan
- Amount over 8,000 MAD: consumer loan required
- Duration over 3 months needed: consumer loan (up to 84 months)
- Renovation, travel, wedding projects: 50k-200k MAD consumer loan
- Debt consolidation: consumer loan only
- Vehicle purchase: dedicated auto loan (lower APR)
Alya Pay is excellent for one-off purchases under 8,000 MAD repayable over 3 months. But for heavier projects, the classic bank consumer loan remains unbeatable in flexibility and amount.
9. FAQ
Q.Is Alya Pay really fee-free for the consumer?
Q.What happens if I pay late?
Q.What is the Alya Pay cap in Morocco in 2026?
Q.How long does Alya Pay registration take?
Q.Which merchants accept Alya Pay in Morocco?
Q.Can I be rejected by Alya Pay?
Q.Will Alya Pay issue a physical payment card?
Q.What's the difference between Alya Pay and a consumer loan?
Q.Does Alya Pay impact my Credit Bureau score?
Q.Are there alternatives to Alya Pay in Morocco?
Need more than 8,000 MAD? Switch to a consumer loan
If your project exceeds Alya Pay's caps, compare Morocco's best consumer loans in 2 minutes on Wafir. Instant in-principle decision, no commitment.
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