Business · Companies · 1 hr ago
Mandatory phone-line registration slows Bait’s revenue growth
Walmart’s mobile operator Bait is still adding users, but its revenue growth is slowing as Mexico requires customers to link their identity to phone lines.
Bait distributes SIM cards at Walmart and Bodega Aurrera checkouts, but some consumers are reluctant to share personal information to activate them.
The registration process could reveal that some counted lines are inactive or do not generate regular use, an issue already raised about Bait’s customer totals.
Bait counts a line as active if it has calls or messages within 180 days, while regulation uses a 90-day period; the regulator estimates about 25 million numbers will be disabled under the registration policy.
Bait earns 45.34 pesos per user on average, less than half the 93 pesos for the prepaid mobile market, and analysts say its low prices may limit profitability.
The company is promoting postpaid plans to raise revenue per user, but the sources do not say what effect that effort will have.
Bait is adding users, but mandatory phone-line registration is slowing its revenue growth.
The policy requires users to link their identity to a phone number before activating a SIM.
Analyst Rolando Alamilla said the process may reveal that some lines counted by Bait are inactive or generate little recurring use.
Bait's average revenue per user is 45.34 pesos, less than half the 93 pesos reported for the prepaid mobile market.
The company has promoted postpaid service since last year to raise average revenue per user and strengthen revenue.
- Who
- Bait, Walmart’s mobile virtual network operator.
- What
- Mandatory identity registration for phone lines is slowing Bait’s revenue growth.
- When
- The article was published on November 11, 2026. The registration policy’s start date is not stated.
- Where
- Mexico; Bait distributes SIM cards at Walmart and Bodega Aurrera stores.
- Why
- Consumers are reluctant to share personal data, and some lines counted by Bait may not be active or generate recurring use.
This story does not have two clearly opposing sides.
Bait has faced industry questions about how it counts its active users.
Bait has promoted its postpaid offer to raise average revenue per user and strengthen revenue.
Beatriz Núñez said the identity-linking policy would likely reduce customer additions because consumers were reluctant and afraid to share their data.
Expansión MX published its report on Bait’s user additions and slowing revenue growth.
- Bait’s average revenue per user
- 45.34 pesos
- Prepaid mobile market average revenue per user
- 93 pesos
- Bait’s active-line method
- 180 days of call or message traffic
- Regulatory benchmark
- 90 days
- Numbers expected to be disabled
- About 25 million, according to the Telecommunications Regulatory Commission
What people are saying
It is likely that in the fourth quarter Bait will report more impacts, because we will realize how many of the users it counted were actually active and inactive. This situation will also be reflected in the other operators.
I think Walmart’s Bait subsidy is also a fine line because they are already closing some Cashi accounts, which was another value-added service. So far its users are not generating value revenue and are not generating profit.