They can't buy online, and so no one is advertising to them yet they are heavily using the Facebook platform. Facebook is trying to recruit them into the online marketplace by giving them a seamless way to spend internationally online, so that advertisers will buy more ads.

Whether or not it will work I have no idea, I don't know the markets that well. But their motives are transparent, the rest of the spiel is just "change the world" drum beating and cleaning the dialogue.