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This paper examines the rapidly emerging and rapidly changing phenomenon of pay-as-you-go (PAYG), digitally enabled business models, which have had significant early success in providing poor people with access to technologies relevant to the Sustainable Development Goals (SDGs) (e.g., for electricity access, water and sanitation, and agricultural irrigation). Data are analysed based on literature review, two stakeholder workshops (or “transformation labs”), and stakeholder interviews (engaging 41 stakeholders in total). This demonstrates the existing literature on PAYG is patchy at best, with no comprehensive or longitudinal, and very little theoretically grounded, research to date. The paper contributes to existing research on PAYG, and sustainability transformations more broadly, in two key ways. Firstly, it articulates a range of questions that remain to be answered in order to understand and deliver against the current and potential contribution of PAYG in affecting sustainability transformations (the latter we define as achieving environmental sustainability and social justice). These questions focus at three levels: national contexts for fostering innovation and technology uptake, the daily lives of poor and marginalised women and men, and global political economies and value accumulation. Secondly, the paper articulates three areas of theory (based on emerging critical social science research on sustainable energy access) that have potential to support future research that might answer these questions, namely: socio-technical innovation system-building, social practice, and global political economy and value chain analysis. Whilst …