Introduction to Walmart and BAIT
Walmart, a global retail giant, has recently reported to its shareholders at the Mexican Stock Exchange (BMV) that its mobile virtual operator, BAIT, has surpassed 21.5 million active users in Mexico as of June 30, 2025. This achievement places BAIT ahead of Movistar in the third position of the Mexican mobile market.
BAIT vs. IFT User Definitions
Walmart’s user count contrasts with the Instituto Federal de Telecomunicaciones (IFT) figures, as per their regulatory policies. According to the IFT, the telecommunications regulator in Mexico, an active line is one that has had traffic at least once within a 90-day period. In comparison, Walmart defines an active user as someone who has used their line at least once in a six-month period.
- Q: Who is Walmart? A: Walmart is a multinational retail corporation that operates a chain of hypermarkets, discount department stores, and grocery stores.
- Q: What is BAIT? A: BAIT is Walmart’s mobile virtual network operator (MVNO) in Mexico.
- Q: What is the IFT? A: The IFT, or Instituto Federal de Telecomunicaciones, is Mexico’s telecommunications regulatory body.
BAIT’s User Growth and Impact on the Market
Walmart reported to the BMV that BAIT gained 1.7 million active users in the second quarter of 2025, compared to the first quarter. Between January 1 and June 30, BAIT added 7.8 million active users, increasing its overall user base by 57% in terms of active users.
BAIT’s Challenge to the IFT
Given the discrepancy in user definitions between Walmart and the IFT, BAIT’s rapid growth challenges the regulator’s authority. The IFT is reportedly facing potential dissolution, adding another layer of complexity to this situation.
Context and Implications
Walmart’s entry into the Mexican mobile market through BAIT has disrupted the status quo, pushing established players like Movistar to reconsider their strategies. The retail giant’s vast customer base and extensive physical presence provide BAIT with a solid foundation for growth. Moreover, Walmart’s aggressive marketing and competitive pricing have attracted price-sensitive consumers.
The contrasting user definitions between Walmart and the IFT highlight the tension between private sector ambitions and regulatory oversight. As BAIT continues to expand, the IFT’s future and its role in shaping Mexico’s telecommunications landscape remain uncertain.
Key Takeaways
- BAIT, Walmart’s MVNO, has over 21.5 million active users in Mexico.
- Walmart’s user definition differs from the IFT’s, causing tension between private sector growth and regulatory oversight.
- BAIT’s rapid growth challenges the IFT’s authority, especially as the regulator faces potential dissolution.
- Walmart’s entry into the Mexican mobile market disrupts the status quo, impacting established players like Movistar.
