Easypaisa turned Pakistan's marriage contract into audio any bride can hear

In Pakistan, the Nikahnama — the marriage contract — records a bride's rights and obligations, including her dower. The Pakistan Commission on the Status of Women found that two-thirds of Pakistani women cannot comprehend it because of literacy limits, and a third of the rest never get timely access to the document.

In January 2024, digital financial platform Easypaisa launched the Audio Nikahnama: a free helpline that plays the contract after a missed call, plus an in-app version in seven languages with a sign-language option. A woman with any phone and no reading ability can now hear exactly what she is consenting to.

The move fitted Easypaisa's existing infrastructure and audience — over 40 million registered mobile accounts — and turned a legal barrier into an accessible product, positioning the fintech as the guardian of women's financial and matrimonial rights.

Make the unreadable contract audible, in every language

The missed call sidesteps data costs, so the poorest phone owner can still hear her contract.

Seven languages plus sign language cover literacy and language barriers at once.

It attacks the root cause — comprehension — instead of just raising awareness.

A fintech owning marital-rights education deepens trust and relevance among women.

When a document decides a person's rights but its audience can't read it, reissue the document in the format people already consume — the cheapest accessible format travels furthest.

The campaign swept regional awards: three Golds and two Bronzes at Dubai Lynx 2024 (including the Glass Award for Change and Radio & Audio), two Bronze CLIOs, a Courageous Client Award for Easypaisa's marketing head, and a Gold Dragon at Dragons of Asia 2024.