Smiles, a rewards-driven super app operated by e& UAE, has announced a partnership with Tencent Cloud aimed at enhancing digital commerce within the UAE. This collaboration, revealed during the Mobile World Congress 2025 in Barcelona, represents a significant step forward in the region’s digital landscape.

As part of this partnership, Smiles will integrate Tencent Cloud’s Super App as a Service (TCSAS) solution. This deployment marks the first instance of such technology being utilized in the region, enabling businesses to function as “mini apps” within Smiles, similar to the popular model used by WeChat in China.

This integration is expected to broaden the range of services and rewards available to consumers on a single platform, enhancing the user experience significantly. The collaboration aims to leverage Tencent Cloud’s innovative technology to provide more seamless digital commerce solutions in the UAE.