The State Bank of Pakistan (SBP) has rolled out a nationwide “Go Cashless” campaign in the lead-up to Eid-ul-Azha 2025, encouraging the use of digital payment methods in designated cattle markets across the country. The initiative, which began on May 20 and will continue until June 6 or the night of Eid, is a strategic move to promote financial inclusion and modernize the country’s payment ecosystem during one of the busiest commercial periods of the year.
Aligned with SBP’s long-term vision of fostering a digitally inclusive economy, the “Go Cashless” campaign is being carried out in collaboration with the banking sector. The campaign targets 54 major cattle markets across Pakistan, where a significant volume of transactions takes place each year as citizens purchase sacrificial animals in preparation for Eid-ul-Azha.
Building on the momentum of similar digitalization efforts introduced last year, the 2025 campaign aims to significantly expand the adoption of cashless payment options. Within the designated cattle markets, customers and vendors can now conduct transactions digitally not only for the purchase of animals but also for ancillary services such as water, feed, and parking. This shift from traditional cash-based transactions to secure digital alternatives is expected to enhance efficiency, reduce risks associated with carrying physical cash, and offer greater convenience for all participants.
To facilitate a smoother digital experience, SBP has temporarily revised transaction limits for key financial accounts. From May 19 to June 15, 2025, daily transaction limits for Branchless Banking Level-1 Accounts, Asaan Accounts, Asaan Digital Accounts, and Merchant Accounts have been eliminated. Additionally, the monthly transaction limit for these accounts has been raised to PKR 5,000,000. These changes are intended to support higher volumes of transactions during the festive period and make digital payments more accessible for both individuals and merchants.
The central bank has called on the public to actively use these secure, convenient financial services throughout the Eid season. By participating in the “Go Cashless” campaign, citizens can not only enjoy a hassle-free purchasing experience but also contribute to the growth of Pakistan’s evolving digital financial ecosystem.
SBP’s efforts signal a broader transformation in the country’s financial landscape, where increased emphasis is being placed on digitization, financial literacy, and inclusion. The campaign demonstrates how regulatory support, when combined with technological adoption and public-private collaboration, can lead to tangible improvements in everyday economic activity.
As Eid-ul-Azha approaches, the SBP’s initiative underscores the growing importance of digital payment infrastructure in Pakistan. With expanded transaction limits and a wide network of participating markets, the “Go Cashless” campaign aims to deliver a seamless, secure, and modern financial experience during one of Pakistan’s most important religious and economic events.