Morocco's Call Center Industry and the Impact of French Legislation
On August 11, 2023, France implemented a new regulation requiring consumers' prior consent for sales calls, a move that has sent ripples through Morocco’s call center industry, which has historically relied on French clients for a significant portion of its revenue. With French clients accounting for approximately 80% of call center income, the Moroccan government has raised alarms about the potential loss of up to 50,000 jobs in the sector. The Union Federation estimates that around 10,000 jobs may already have been lost due to this legislative shift. While the law was specifically designed for consumers in France, its repercussions have been felt in Casablanca and beyond, highlighting Morocco’s vulnerability in this area. In response to these challenges, Morocco's Digital 2030 strategy aims to diversify its markets, looking to Central Europe as a viable alternative, which has successfully transitioned its outsourcing strategies in recent years.
Historically, Moroccan talent has often followed a path through Paris for education and professional opportunities. However, this trend dates back to the early 1960s when the renowned Moroccan painter Ahmed Cherkaoui participated in an artistic exchange in Poland. Cherkaoui’s journey symbolizes the potential for Moroccan artists and professionals to find success beyond the traditional French pipeline.
Strategic Shifts: Exploring New Markets
Currently, Moroccans represent the largest group of international students in France, with over 42,000 enrolled for the 2024-2025 academic year. This represents roughly one in ten international students, with a notable percentage pursuing engineering degrees. Moreover, data reveals that around 700 doctors and between 2,000 and 3,000 engineers leave Morocco annually to seek better opportunities abroad. Despite the tightening of visa regulations by France, which halved the number of issued visas to Moroccans in September 2021 and only restored normal consular relations in late 2022, French investments continue to flow into Morocco. For instance, the software group Cegid recently established a center in Casablanca Finance City, employing 240 individuals since June 2025, demonstrating that France still holds significant economic sway over Morocco.
However, the call center sector, which employs around 150,000 people, is primarily vulnerable to the impacts of the new French sales call law. In 2024, Morocco's digital and offshore services exports reached MAD 26.2 billion (approximately $2.8 billion), with IT services and customer relations representing a significant portion of that revenue. As the nation aims to achieve ambitious targets under its Digital Morocco 2030 initiative—projecting MAD 40 billion in digital exports and 270,000 outsourcing jobs—the reliance on a single foreign market and language presents formidable challenges.
In contrast, Poland has emerged as a model of how to develop a diverse outsourcing industry. With a population comparable to Morocco's, Poland's business service sector has evolved from employing 150,000 people in 2015 to nearly half a million jobs today, contributing significantly to the nation’s GDP. Unlike Morocco's dependency on French clients, Poland has attracted a broad array of foreign-owned companies, particularly from the United States, United Kingdom, and Germany, which account for 84% of jobs in the sector. This diversification strategy highlights the potential for Morocco to redefine its outsourcing landscape by cultivating relationships with other European nations, such as Poland.
As Morocco navigates the effects of French legislation, the country has the opportunity to foster partnerships with Central European firms, including Polish technology companies that are beginning to explore Moroccan markets. Poland’s foreign ministry recognizes Morocco as a key partner in Africa, with bilateral trade between the two nations reaching $2.5 billion in 2025, a significant increase from €180 million in 2009. Additionally, a Polish office in Casablanca could serve as a vital hub for collaboration and innovation, providing Moroccan professionals with opportunities that bypass the traditional reliance on French connections.
Ultimately, the future of Morocco's outsourcing industry hinges on its ability to adapt and embrace new markets, particularly in Central Europe. By strengthening ties with Poland and other nations, Morocco can build a more resilient economy that supports its ambitious growth targets while minimizing the risks associated with singular dependencies.
As reported by moroccoworldnews.com.
