Smiles, the UAE’s leading SuperApp, has announced a partnership with Tencent Cloud to evolve into the first WeChat-style SuperApp in the region. This collaboration, revealed at the Mobile World Congress (MWC) 2025 in Barcelona, aims to enhance digital commerce and improve interactions between consumers and businesses in the UAE.

Through this partnership, Smiles will utilize Tencent Cloud Super App as a Service (TCSAS), marking a significant step in creating an open and dynamic digital ecosystem. By integrating this technology, partner brands will be able to onboard as “mini apps” within Smiles, similar to the successful WeChat model. This will simplify the process for businesses to establish a digital presence while providing consumers with access to a wider array of services and rewards within a single platform.

With over 5.5 million registered users, Smiles currently offers a diverse range of services that include food and grocery delivery, home services, dining, retail, entertainment, and travel. By adopting Tencent’s cloud-based solutions, Smiles is set to transition into a comprehensive “Super-Mall,” enabling brands to efficiently onboard their services.

Khaled Elkhouly, Chief Consumer Officer of e& UAE, highlighted that this partnership represents a strategic moment in Smiles’ growth from a rewards program to a full-scale digital commerce enabler. He emphasized that the integration would allow businesses, both global and local, to connect with customers more effectively, enhancing everyday life through easier access to services and rewards.

Dan Hu, Vice President of Tencent Cloud International for the Middle East, expressed enthusiasm for the partnership, stating that TCSAS is designed to be a versatile and intuitive platform that meets user expectations for a seamless experience.

The TCSAS is built on Tencent Cloud’s Mini Program framework, which has played a crucial role in the success of Weixin/WeChat, boasting over 1.1 billion monthly active users globally. Smiles aims to replicate this success in the UAE by offering partner brands a plug-and-play solution that enhances customer engagement and retention.

The integration will enable brands to quickly onboard their services within the Smiles ecosystem, promoting customer engagement and revenue growth without incurring heavy development costs. Consumers will benefit from an expanded network of businesses, ranging from top global brands to local favorites, all providing deals, services, and rewards in a unified experience.

Currently, Smiles features a network of 6,500 participating brands and 15,000 partner outlets, reinforcing its position as the go-to SuperApp for value, convenience, and rewards for millions of users.