Overview
- CEO Gabriel Cejudo said the rollout will take Bait to roughly 120 centers from 15 today, acknowledging the eight-month timetable is challenging and declining to disclose the investment.
- The new sites will operate inside Walmart formats—mainly Supercenter and Bodega Aurrera—with 14 in Estado de México; eight each in Puebla, Jalisco and Mexico City; seven in Nuevo León; and six each in Quintana Roo and Guanajuato, with no openings planned in Baja California Sur or Tlaxcala.
- Centers will handle number portability, top-ups, postpaid plan sign-ups, and phone sales with financing options that include platforms such as PayJoy.
- Bait reported 26.4 million users, 44% annual customer growth, and 11.5 billion pesos in 2025 revenue up 60% year over year, and cites a 96% Net Promoter Score for its service points.
- UBS research notes Bait’s momentum in Mexico’s southeast, supported by competitive pricing and its agreement to use Altán Redes’ network.