Africell has unveiled Jerejeff, a major loyalty program celebrating the company’s 25th anniversary by rewarding customers for their everyday interactions with the brand. Named after the Wolof word for “thank you,” Jerejeff allows subscribers to accumulate points with every recharge and AfriMoney transaction, redeemable for free data and voice bundles — while also earning chances to win one of two luxury villas.
The loyalty program is directly linked to Africell’s Nekal Borom Kerr campaign, with each point serving a dual purpose: delivering instant rewards and increasing the likelihood of winning one of two villas worth a total of 13 million dalasi.
“Jerejeff reflects the spirit of gratitude that defines our relationship with customers throughout our 25 years together,” said Hussein Diab Ghanem, CEO of Africell Gambia. “We’re rewarding people for what they already do — topping up their phones and using Afrimoney — by turning those everyday actions into opportunities for something much bigger.”
The program is being introduced in phases to make it accessible and easy to follow: the first phase focuses on using points for voice and data, without affecting a customer’s total point count for the grand prize draw set to happen in December 2025. Subscribers can dial *772# to check their points balance, view available rewards, and redeem instantly.
The second phase will introduce a tiered structure with more benefits to be announced as the campaign progresses.
According to the company’s CEO, with Jerejeff, Africell intends to reinforce its brand promise — rewarding loyalty, deepening engagement, and delivering real value to the people who make its success possible.
