The group is undergoing rapid expansion due to strong demographic trends in Africa (in terms of age, education, urbanisation and other factors), deepening telecoms penetration in most African countries, and the increasing availability of affordable smartphones.

Africell launched its first commercial operations in The Gambia in 2001, before entering Sierra Leone in 2005 and building up a solid market leadership position in both West African countries.

Africell's strategy is to move into markets in which it can "make a positive difference" in terms of reducing prices, covering more territory, and improving internet speed and reliability.

[13] In May 2022, Secretary of State Antony Blinken highlighted Africell as an example of US investment in sub-Saharan Africa making "real impact" and advancing "security and transparency" in the region.

In a statement made by The White House during the 49th G7 Summit in Hiroshima, Japan, Africell was listed as a key vehicle of the Partnership for Global Infrastructure and Investment in the 'Lobito Corridor' region of Africa.

Africell is the predominant mobile network provider in The Gambia and Sierra Leone and growing rapidly in Democratic Republic of Congo and Angola, both of which are considered high potential markets for the African telecoms sector.

During the Ebola epidemic which struck Sierra Leone and other West African states between 2014 and 2016,[19] Africell played a prominent role as a local private sector partner to the government and international agencies battling the virus on the ground,[20] deploying its hardware, telecommunications services, media platforms and distribution network to support the anti-Ebola campaign.

Africell ended services in Uganda in October 2021 after announcing a strategic reorientation of the Group towards more impactful and higher-growth market opportunities in west and central Africa.

In January 2021, following a competitive international public tender process for a Unified Communications Service License in Angola, Africell was named by the Angolan government as the winning bidder.

The entry of Africell Group (an experienced private international operator) into the telecoms sector in Angola will have a positive impact on the market as a result of more competition, better pricing, and improved network quality.

In addition to hundreds of independent initiatives, Africell has partnered for social impact work with organisations including the London School of Economics, Sotheby's and NBA Africa.