content: <?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/ownership" xmlns:com="http://www.sec.gov/edgar/common">
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      <filerInfo>
        <filer>
          <filerCredentials>
            <cik>0001775195</cik>
            <ccc>XXXXXXXX</ccc>
          </filerCredentials>
        </filer>
        <liveTestFlag>LIVE</liveTestFlag>
  
  
  
      </filerInfo>
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      <issuerInfo>
        <issuerCik>0001163668</issuerCik>
        <issuerName>South Plains Financial, Inc.</issuerName>
        <secFileNumber>001-38895</secFileNumber>
        <issuerAddress>
          <com:street1>5219 City Bank Parkway</com:street1>
          <com:city>Lubbock</com:city>
          <com:stateOrCountry>TX</com:stateOrCountry>
          <com:zipCode>79407</com:zipCode>
        </issuerAddress>
        <issuerContactPhone>806-792-7101</issuerContactPhone>
        <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>Curtis C. Griffith</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
        <relationshipsToIssuer>
          <relationshipToIssuer>Affiliate</relationshipToIssuer>
        </relationshipsToIssuer>
      </issuerInfo>
      <securitiesInformation>
        <securitiesClassTitle>Common Stock</securitiesClassTitle>
        <brokerOrMarketmakerDetails>
          <name>J.P. Morgan Securities LLC</name>
          <address>
            <com:street1>390 Madison Avenue - 6th Floor</com:street1>
            <com:city>New York</com:city>
            <com:stateOrCountry>NY</com:stateOrCountry>
            <com:zipCode>10017</com:zipCode>
          </address>
        </brokerOrMarketmakerDetails>
        <noOfUnitsSold>30000</noOfUnitsSold>
        <aggregateMarketValue>855000</aggregateMarketValue>
        <noOfUnitsOutstanding>16482279</noOfUnitsOutstanding>
        <approxSaleDate>01/31/2024</approxSaleDate>
        <securitiesExchangeName>NASDAQ</securitiesExchangeName>
      </securitiesInformation>
      <securitiesToBeSold>
        <securitiesClassTitle>Common Stock</securitiesClassTitle>
        <acquiredDate>03/11/2019</acquiredDate>
        <natureOfAcquisitionTransaction>Shares received from Issuer as a result of a 29-for-1 stock dividend</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>30000</amountOfSecuritiesAcquired>
        <paymentDate>03/11/2019</paymentDate>
        <natureOfPayment>N/A</natureOfPayment>
      </securitiesToBeSold>
      <nothingToReportFlagOnSecuritiesSoldInPast3Months>N</nothingToReportFlagOnSecuritiesSoldInPast3Months>
      <securitiesSoldInPast3Months>
        <sellerDetails>
          <name>Curtis C. Griffith</name>
          <address>
            <com:street1>C/o Issuer</com:street1>
            <com:street2>5219 City Bank Parkway</com:street2>
            <com:city>Lubbock</com:city>
            <com:stateOrCountry>TX</com:stateOrCountry>
            <com:zipCode>79407</com:zipCode>
          </address>
        </sellerDetails>
        <securitiesClassTitle>Common Stock</securitiesClassTitle>
        <saleDate>01/02/2024</saleDate>
        <amountOfSecuritiesSold>1371</amountOfSecuritiesSold>
        <grossProceeds>39704.16</grossProceeds>
      </securitiesSoldInPast3Months>
      <securitiesSoldInPast3Months>
        <sellerDetails>
          <name>Curtis C. Griffith</name>
          <address>
            <com:street1>C/o Issuer</com:street1>
            <com:street2>5219 City Bank Parkway</com:street2>
            <com:city>Lubbock</com:city>
            <com:stateOrCountry>TX</com:stateOrCountry>
            <com:zipCode>79407</com:zipCode>
          </address>
        </sellerDetails>
        <securitiesClassTitle>Common Stock</securitiesClassTitle>
        <saleDate>12/29/2023</saleDate>
        <amountOfSecuritiesSold>4570</amountOfSecuritiesSold>
        <grossProceeds>135180.6</grossProceeds>
      </securitiesSoldInPast3Months>
      <securitiesSoldInPast3Months>
        <sellerDetails>
          <name>Curtis C. Griffith</name>
          <address>
            <com:street1>C/o Issuer</com:street1>
            <com:street2>5219 City Bank Parkway</com:street2>
            <com:city>Lubbock</com:city>
            <com:stateOrCountry>TX</com:stateOrCountry>
            <com:zipCode>79407</com:zipCode>
          </address>
        </sellerDetails>
        <securitiesClassTitle>Common Stock</securitiesClassTitle>
        <saleDate>11/07/2023</saleDate>
        <amountOfSecuritiesSold>100000</amountOfSecuritiesSold>
        <grossProceeds>2630000</grossProceeds>
      </securitiesSoldInPast3Months>
      <noticeSignature>
        <noticeDate>01/31/2024</noticeDate>
        <signature>/s/ J.P. Morgan Securities LLC as agent and attorney-in-fact for Curtis C. Griffith</signature>
      </noticeSignature>
    </formData>
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text: 144
  0001775195
  XXXXXXXX
  LIVE
  0001163668
  South Plains Financial, Inc.
  001-38895
  5219 City Bank Parkway
  Lubbock
  TX
  79407
  806-792-7101
  Curtis C. Griffith
  Affiliate
  Common Stock
  J.P. Morgan Securities LLC
  390 Madison Avenue - 6th Floor
  New York
  NY
  10017
  30000
  855000
  16482279
  01/31/2024
  NASDAQ
  Common Stock
  03/11/2019
  Shares received from Issuer as a result of a 29-for-1 stock dividend
  Issuer
  N
  30000
  03/11/2019
  N/A
  N
  Curtis C. Griffith
  C/o Issuer
  5219 City Bank Parkway
  Lubbock
  TX
  79407
  Common Stock
  01/02/2024
  1371
  39704.16
  Curtis C. Griffith
  C/o Issuer
  5219 City Bank Parkway
  Lubbock
  TX
  79407
  Common Stock
  12/29/2023
  4570
  135180.6
  Curtis C. Griffith
  C/o Issuer
  5219 City Bank Parkway
  Lubbock
  TX
  79407
  Common Stock
  11/07/2023
  100000
  2630000
  01/31/2024
  /s/ J.P. Morgan Securities LLC as agent and attorney-in-fact for Curtis C. Griffith