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Six years ago, few imagined travellers could land in a new country and get connected instantly, without hunting for a SIM card or paying roaming fees. Airalo changed that. Founded in 2019, the Singapore-based startup was one of the first to bet on eSIM technology, building what has become the world’s largest eSIM marketplace.
Today, with over 20 million users in 200 countries, Airalo is redefining global connectivity — and the Middle East is fast emerging as one of its most strategic growth markets.
In this interview, CEO Ahmet Bahadir talks about what gave Airalo its early advantage, how it’s staying ahead in a crowded space, and why the region’s tech-savvy travellers are shaping the next chapter of digital mobility.
Airalo was among the first to bet on eSIMs and now leads a category that barely existed six years ago. What do you think gave you that early advantage, and how are you defending it as the market gets crowded?
Our early advantage stemmed from our firsthand experience with the problem, rather than chasing trends or relying on industry reports. Before Airalo, I was running a “ship supplying” business. My job was to make sure cargo ships were stocked with everything they needed for long voyages: potatoes, tomatoes etc..
And again and again, I heard the same request: “Can you organise local SIM cards for our crew?” These were sailors who spent months at sea. They didn’t ask or care for luxury items. They just wanted to talk to their families and loved ones. That stuck with me, and was why I set up a global SIM card.
Then, when Apple announced eSIM technology in 2018, I realized the entire telecom landscape was about to shift. I didn’t have a clear blueprint, but knew that if someone was going to create the Netflix or Amazon for connectivity, it should be us. That’s what pushed me to act early.
Today, as the market grows, our advantage comes from the depth of what we’ve built. Connectivity means something different to everyone, for some it’s a video call home, a map that loads instantly, a message that arrives when it matters. That’s why our eSIM offering is built for every kind of traveler.
Whether you need a few gigabytes for a quick trip, or a regional plan with voice, text, and data, we make staying connected simple and reliable. We even offer domestic options for those who need consistent coverage closer to home or for longer stays somewhere else.
For our domestic plans, we chose to build truly local infrastructure and long-term partnerships with telecom operators around the world. It has taken time and patience, but it has also created something far more comprehensive.
With more than 20 million users across over 200 countries, how are you capturing and sustaining market share against rising competition from carriers and new eSIM startups?
For us, growth came from word of mouth from a very early stage. People would have a great experience and then share it with others. I distinctly remember one CEO telling me that after she tried Airalo on a trip, she told her entire company, “This is what we are using from now on.” That kind of word-of-mouth is incredibly impactful because it’s built on trust.
Our platform model, gives users real choice and control: competitive prices, stronger coverage, and more authentic local experiences. We’re not simply another eSIM provider, we’re a customer-driven platform built to make global connectivity simple, and flexible.
We’ve also always focused on making eSIM adoption as easy as it can be. From early on we focused on educating people on the sector, while also establishing a range of educational materials for users. Our team is committed to ensuring that all our plans provide reliable connectivity. We also have a 24/7 support team that can communicate with you in more than 50 languages, because we understand that travel doesn’t happen on a 9-to-5 schedule.
We’ve found a balance and we are focused on continuing to improve the user experience. I believe that’s how we’ve sustained our edge.
eSIM adoption has surged globally. What’s driving this shift, and how do you see Airalo influencing or accelerating it further?
The shift is happening because the old ways no longer make sense. Think about it: you land in a new country, you’re tired from a flight, you don’t speak the language, and the first thing you have to do is find a kiosk, queue up, fill out forms, and get a physical SIM just to get online. Or worse, you turn on roaming and then come home to a terrifying bill.
Consumers want simplicity. Device makers are currently accelerating this by removing SIM trays, a great indicator of that is Apple recently announcing the iphone 17 as an e-SIM only device in most regions, but the real driver is behaviour. People expect to be connected instantly. They don’t want to think about it.
As a leader in the industry, we play a crucial role in educating people about the technology, and we expect this role to become even more important as adoption grows. However, beyond that, we are primarily focused on ensuring the customer experience is as smooth as possible, and we prioritise making app and network updates that enhance the customer experience.
At the end of the day, every time someone has a smooth, stress-free experience with Airalo, they’re more likely to stick with eSIM. And when that happens millions of times over, adoption accelerates naturally.
The Middle East is seeing rapid digital travel growth. How strategic is this region for Airalo’s expansion, and what traveller behaviours stand out compared to other markets?
The Middle East is incredibly strategic for us, not just because of its growth, but because of the type of travellers here. People in this region are very digitally savvy. They embrace new technologies quickly, and international travel is a huge part of their lifestyle.
One thing that stands out is the expectation of seamlessness. Travellers here want things to work the moment they step off the plane. They expect high-quality digital experiences, whether they’re traveling for business, visiting family, or exploring new destinations.
There’s also a vibrant ecosystem here, from innovative airlines to rapidly growing fintech companies and travel platforms. That creates amazing opportunities for partnerships. For Airalo, the region represents both a growing user base and a hub for building meaningful collaborations.
It’s not just a market we’re expanding into. It’s a region that aligns perfectly with where the future of digital travel is heading.
As connectivity becomes a core part of travel, how do you see eSIMs integrating into broader ecosystems, from airlines and booking platforms to IoT and smart tourism?
Connectivity is becoming like the air around us, invisible but essential. You don’t have to think about it; it’s simply there when you need it. That’s where eSIM is headed. I imagine a future where connectivity is woven seamlessly into every step of the travel journey. You book your flight and your eSIM at the same time.
Your hotel app, your insurance, your navigation, and your local experiences all run smoothly because the connectivity layer is already in place.
We’ve started building partnerships with airlines, fintech companies, and travel platforms to bring this vision to life. Airalo’s role is to be that invisible layer that makes travel simpler, smarter, and more connected. The traveler shouldn’t have to think about how it works. It should just work.
From a leadership standpoint, how do you maintain a culture of innovation and agility inside a company that’s already a global market leader?
For me, leadership is deeply personal. I’ve experienced financial insecurity and instability, and I never forget how that feels. At Airalo, I want people to come to work with their heads held high and go home the same way. Stability and dignity are the foundation of everything we build internally.
We don’t believe in “hire fast, fire fast.” We don’t chase flashy hires. We focus on bringing in good people, giving them the space to grow, and creating an environment where they can do extraordinary things together.
Innovation doesn’t happen because you tell people to be innovative. It occurs when people feel safe to speak up, take risks, and challenge ideas without fear. My job is to protect that culture as we grow, so that Airalo remains nimble, creative, and bold no matter how big we get.
Looking ahead, what’s your vision for the future of mobile connectivity, and where will Airalo lead in shaping that next chapter?
My vision is simple but ambitious. I imagine a world where connectivity is so seamless that people stop thinking about it altogether. We call this “One World, One Network”.
Whether you’re using your phone on a trip, your laptop for work, or your smartwatch on a hike, connectivity should follow you effortlessly, without physical barriers or complicated setups.
I see Airalo as the invisible backbone of that future. We’re already moving in this direction through partnerships, corporate solutions, and technology that integrates into larger ecosystems. The goal is for every gigabyte consumed globally to touch Airalo in some way.
It’s a big vision, but if you look at how far we’ve come in just a few years, it’s not unrealistic. It’s the natural next step in making the world truly connected.
