NPCI has been pushing to create a more balanced competitive environment among third-party application providers (TPAPs). Measures such as relaxed feature parity requirements and discussions around exclusive or early access to new features for smaller players have been aimed at broadening participation beyond the dominant apps.

These efforts appear to be yielding results. Emerging players such as NPCI-backed BHIM, Sachin Bansal-backed Navi, Flipkart Group’s super.money, and WhatsApp Pay have steadily expanded their presence on the platform.

BHIM and WhatsApp Pay have emerged as some of the biggest beneficiaries over the past two years. Backed by sustained investments from NPCI, BHIM’s market share has increased fivefold during the period, reaching 1% in May 2026. Meanwhile, Navi and super.money, which were at a nascent stage two years ago, have together captured around 5.5% of the market.

The market concentration among the leading apps has also moderated. The combined share of PhonePe, Google Pay and Paytm stood at 95.2% in January 2024 but declined to 87% by May 2026.

While the decline in concentration reflects growing competition, the market remains far from NPCI’s objective of limiting any single UPI application’s share to below 30%. PhonePe and Google Pay individually continue to command significantly higher shares than the proposed cap.

The regulator had originally planned to enforce the market share limits earlier but extended the deadline by two years until December 31, 2026, citing implementation challenges and concerns over potential disruption to the rapidly growing payments ecosystem.