Amazon, Meta join fight to end Google Pay, PhonePe dominance in India

image via TechCrunch

April 30, 2026, 1:00 AM

• •Amazon Pay, WhatsApp, and other platforms are meeting with NPCI.
• •Concerns include user acquisition, product design, and monetization.
• •PhonePe and Google Pay hold about 80% of the UPI market share.
• •Lobbying aims to address market concentration and promote competition.

Amazon and Meta are set to lobby India's National Payments Corporation of India (NPCI) due to the dominance of PhonePe and Google Pay in the country's instant payments network. Executives from various platforms will meet with NPCI to address concerns about user acquisition, product design, and monetization within the Unified Payments Interface (UPI) ecosystem. The meeting comes after India deferred market share caps, allowing PhonePe and Google Pay to maintain their significant market share, which accounts for roughly 80% of UPI transactions. The lobbying aims to level the playing field for smaller players, proposing restrictions and incentives to foster competition in the rapidly growing digital payments sector.

Read original article