PhonePe, Google Pay adopt different modes to deal with NPCI UPI limit SECTIONS Share Synopsis Google Pay is learnt to be reassessing its customer engagement initiatives—such as cashbacks—to bring its UPI market share to below 30%, PhonePe said it will not stop aggressive marketing for at least a year. ETtech As of March, PhonePe had a market share of 44% on UPI whereas Google Pay’s share was 35%, well above the limit set by the NPCI, according to the latest available data. (Illustration: Rahul Awasthi/ETtech) Mumbai: New rules capping the permissible market share of Unified Payments Interface (UPI) apps at 30% have evoked different responses from incumbent leaders, Walmart Inc.-backed PhonePe and Google’s GPay.