Citi and Mastercard Debut Smart Subscriptions Globally in the UAE

Citi selects UAE as global launch market for Smart Subscriptions

Citi has launched its Smart Subscriptions tool in the United Arab Emirates, marking the global debut of the solution in partnership with Mastercard. The rollout, announced by both companies on September 17, 2026, makes Citi the first bank anywhere to go live with the capability and the first issuer in the Middle East to implement Mastercard's subscription management technology.

How the tool works inside the Citi Mobile App

The feature is integrated directly into the Citi Mobile App and provided to cardholders at no additional cost. It allows users to view and manage all digital recurring payments — from streaming services to meal delivery platforms — in a single dashboard, offering a centralized view of committed expenditures. The technology is powered by Ethoca, a Mastercard company, which provides itemized digital receipts from hundreds of participating merchants, enabling customers to clearly identify subscription-based transactions and better understand ongoing billing relationships.

Why Mastercard and Citi chose the UAE

According to the companies, the UAE was selected as the launch market because of consumer appetite for subscription management built into banking apps and to meet local regulatory requirements. Mastercard said issuers who have adopted Smart Subscriptions have observed an average 10% increase in customer spend on subscriptions, while merchants using the solution can reduce chargebacks, grow retention and minimize unnecessary payment stops.

Executive commentary on the partnership

Gina Petersen-Skyrme, Senior Vice President and Country Manager, UAE and Oman at Mastercard, said the two firms share "a commitment to spearheading digital innovation, harnessing the potential of the latest technologies to put people first." Shamsa Al-Falasi, CEO of Citibank N.A., UAE and UAE Citi Country Officer and Banking Head, said the UAE is "a key market to debut this pioneering solution" and that the integration "delivers a more seamless and transparent cardholder experience, while strengthening our digital servicing proposition."

Strategic significance for the subscription management space

The deployment positions Citi to reclaim subscription management from third-party apps by leveraging direct cardholder relationships and built-in trust. By embedding subscription visibility into its core mobile banking platform, Citi aims to streamline personal finance management, reduce operational costs tied to chargebacks and recurring payment disputes, and drive deeper engagement and loyalty among its UAE cardholders.