Citi has launched Smart Subscriptions in the UAE, marking its first deployment of the solution anywhere in the world and selecting the UAE as its global launch market. Delivered in collaboration with Mastercard, the launch also makes Citi the first bank in the Middle East to go live with Mastercard’s subscription management capability.
The new complimentary feature allows Citi cardholders to view and manage all their digital subscriptions—from streaming services to meal deliveries—directly in the Citi banking app, giving them greater control over their subscription services and recurring spend.
The first Smart Subscriptions launch for Citi worldwide taps into UAE consumer demand for subscription management in banking apps while meeting regulatory requirements. The move aims to help streamline personal finance management, enhance customer experience, reduce operational complexities and costs, drive engagement and boost loyalty.
Connecting banks, merchants, and consumers to create a holistic subscription management journey, Mastercard’s Smart Subscriptions offers cardholders greater control and visibility over committed spend from their existing banking channels.
On average, issuers who adopt Smart Subscriptions have observed a 10% increase in customer spend on subscriptions. For merchants, the solution unlocks new opportunities to reduce chargebacks, grow retention, and minimize unnecessary payment stops. Powered by Ethoca, a Mastercard company, the next-generation technology also enables users to access itemized digital receipts for transactions from hundreds of participating merchants.
The integration of Ethoca Smart Subscriptions into the Citi Mobile App enhances transparency and control over recurring payments. This capability enables customers to clearly identify subscription-based transactions linked to their card and gain a better understanding of ongoing merchant billing relationships.
According to a commissioned survey conducted by Forrester Consulting on behalf of Mastercard earlier in the year 2026 , 53% of UAE consumers agree that challenges with subscription management have resulted in them tracking their expenses more closely Meanwhile, 78% are interested in subscription management tools from their bank or card issuer, with 81% saying they would trust their bank more if it offered such tools.
The study also indicates that 84% of UAE consumers would be more likely to use a subscription management tool if it was offered by their bank or card issuer, and 83% would be motivated by easy, embedded cancellation options.
