“We believe that BBM has the potential to become the number one messaging client around the globe,” BlackBerry’s managing director for South and Southern Africa, Alexandra Zagury, told ZDNet, “and Samsung is the leading Android manufacturer in Africa. We think we’ve found a great partner to grow the BBM family. Android is absolutely a key platform for us to grow BBM in the future.”

Samsung and BlackBerry’s mutual confidence in each others’ brands is the foundation of the established deal in which Samsung will promote BlackBerry’s BBM for Android app in the Glalaxy app store. Though BBM will now come installed on Samsung Android phones in Africa, the app will also be available for free download via Google Play, ZDNet reported.

According to the report, an official launch date has not been announced. The deal, however, is expected to create more BlackBerry-Samsung marketing initiatives as the BBM app will now be part of Samsung’s messaging hub.

“At Samsung we are all about collaboration, innovation and driving consumer experience based on choice, value and customization to suit every lifestyle,” George Ferreira, VP and COO of Samsung Electronics Africa said in the official press release.

“As such, bringing a top tier messaging service such as BBM is another way that we are expanding the catalogue of our messaging services and offering customers an amazing way to stay instantly connected with colleagues, friends and family,” he said.

The press release further explained that the campaign was created to honor the continent’s budding mobile connectivity platform. Through the marketing partnership, Samsung and BlackBerry mobile users will be able to share photos, create groups and business messaging chats with up to 30 people.

“It is important to strike a balance between developing high-tech smartphones that carry brands into the future and creating a sustainable ecosystem that primarily supports the needs of consumers that use these devices,” Ferreira said.