Smile Identity rebrands to Smile ID


Smile Identity, Africa’s premier identity verification solutions provider has undergone a company-wide rebranding, now known as Smile ID.

Throughout the past years, Smile ID has been at the forefront of revolutionizing identity verification in Africa, completing over 75 million verifications and developing a robust KYC/AML suite of products.

Chief Executive Officer (CEO) of Smile ID, Mark Straub stated, “The landscape of KYC in Africa is evolving, and businesses require more than just identity verification. They need access to global AML and watchlists, the ability to verify international IDs for those doing business in Africa, and support for Africans as they travel. With significant investments in our platform over the last six months, we are excited to roll out these improvements alongside our new brand. The simplified name, Smile ID, aligns with how many already refer to us and enables businesses to consolidate services with one provider. We are here to Unlock Digital Africa for all identity-related needs.”

The rebranding introduces a new logo and vibrant colour palette, reflecting the company’s vision of granting unrestricted access to Africans by facilitating seamless verification and onboarding by global businesses. 

As top African companies partner with Smile ID, the gateway to a secure digital future, where trust is the norm, opens wide.

Simultaneously, the company launched a redesigned website (, featuring a fresh look, improved user experience, and new resources on KYC regulations and best practices throughout Africa, TechCabal reported.

As part of the rebrand, Smile ID is thrilled to announce several product updates:

  1. New SDKs: Smile ID released beta versions of v10 SDKs for Android and iOS, boasting enhanced reliability, simplified integration, and powerful features.
  2. Fraud Detection with Smile Secure: This new add-on tool notifies businesses if a user has previously signed up for their service, helping prevent fraud effectively.
  3. KYC Web Links by Smile: A no-code tool enabling businesses to onboard users by sending a link to a pre-built web flow for capturing selfies, ID numbers, and document images.

The rebranding takes immediate effect and extends across all of the company’s product offerings and services.