<?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/ownership" xmlns:com="http://www.sec.gov/edgar/common">
  <headerData>
    <submissionType>144/A</submissionType>
    <previousAccessionNumber>0001775195-25-000002</previousAccessionNumber>
    <filerInfo>
      <filer>
        <filerCredentials>
          <cik>0001775195</cik>
          <ccc>XXXXXXXX</ccc>
        </filerCredentials>
      </filer>
      <liveTestFlag>LIVE</liveTestFlag>


    </filerInfo>
  </headerData>
  <formData>
    <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>79407-3544</com:zipCode>
      </issuerAddress>
      <issuerContactPhone>806-792-7101</issuerContactPhone>
      <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>Griffith Curtis C</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
      <relationshipsToIssuer>
        <relationshipToIssuer>Officer</relationshipToIssuer>
        <relationshipToIssuer>Director</relationshipToIssuer>
        <relationshipToIssuer>10% Stockholder</relationshipToIssuer>
      </relationshipsToIssuer>
    </issuerInfo>
    <securitiesInformation>
      <securitiesClassTitle>Common Stock</securitiesClassTitle>
      <brokerOrMarketmakerDetails>
        <name>JonesTrading Institutional Services LLC</name>
        <address>
          <com:street1>555 St. Charles Drive</com:street1>
          <com:street2>Suite 200</com:street2>
          <com:city>Thousand Oaks</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>91360</com:zipCode>
        </address>
      </brokerOrMarketmakerDetails>
      <noOfUnitsSold>60000</noOfUnitsSold>
      <aggregateMarketValue>2151600.00</aggregateMarketValue>
      <noOfUnitsOutstanding>16455826</noOfUnitsOutstanding>
      <approxSaleDate>02/12/2025</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>60000</amountOfSecuritiesAcquired>
      <paymentDate>03/11/2019</paymentDate>
      <natureOfPayment>N/A</natureOfPayment>
    </securitiesToBeSold>
    <nothingToReportFlagOnSecuritiesSoldInPast3Months>N</nothingToReportFlagOnSecuritiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Curtis Griffith c/o Issuer</name>
        <address>
          <com:street1>5219 City Bank Parkway</com:street1>
          <com:city>Lubbock</com:city>
          <com:stateOrCountry>TX</com:stateOrCountry>
          <com:zipCode>79407</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>Common Stock</securitiesClassTitle>
      <saleDate>12/31/2024</saleDate>
      <amountOfSecuritiesSold>1117</amountOfSecuritiesSold>
      <grossProceeds>38570.01</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Curtis Griffith c/o Issuer</name>
        <address>
          <com:street1>5219 City Bank Parkway</com:street1>
          <com:city>Lubbock</com:city>
          <com:stateOrCountry>TX</com:stateOrCountry>
          <com:zipCode>79407</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>Common Stock</securitiesClassTitle>
      <saleDate>01/02/2025</saleDate>
      <amountOfSecuritiesSold>1285</amountOfSecuritiesSold>
      <grossProceeds>44756.55</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Curtis Griffith c/o Issuer</name>
        <address>
          <com:street1>5219 City Bank Parkway</com:street1>
          <com:city>Lubbock</com:city>
          <com:stateOrCountry>TX</com:stateOrCountry>
          <com:zipCode>79407</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>Common Stock</securitiesClassTitle>
      <saleDate>02/12/2025</saleDate>
      <amountOfSecuritiesSold>15422</amountOfSecuritiesSold>
      <grossProceeds>550472.08</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Curtis Griffith c/o Issuer</name>
        <address>
          <com:street1>5219 City Bank Parkway</com:street1>
          <com:city>Lubbock</com:city>
          <com:stateOrCountry>TX</com:stateOrCountry>
          <com:zipCode>79407</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>Common Stock</securitiesClassTitle>
      <saleDate>02/13/2025</saleDate>
      <amountOfSecuritiesSold>17939</amountOfSecuritiesSold>
      <grossProceeds>636037.62</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Curtis Griffith c/o Issuer</name>
        <address>
          <com:street1>5219 City Bank Parkway</com:street1>
          <com:city>Lubbock</com:city>
          <com:stateOrCountry>TX</com:stateOrCountry>
          <com:zipCode>79407</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>Common Stock </securitiesClassTitle>
      <saleDate>02/14/2025</saleDate>
      <amountOfSecuritiesSold>5196</amountOfSecuritiesSold>
      <grossProceeds>184994.03</grossProceeds>
    </securitiesSoldInPast3Months>
    <remarks>This amendment is being filed solely to correct a clerical error in the Form 144 filed on February 12, 2025, which erroneously stated that February 12, 2025 was the 'Date of Plan Adoption or Giving of Instruction, If Relying on Rule 10b5-1.' The shares to be sold under this Form 144 are not being sold in reliance on Rule 10b5-1.</remarks>
    <noticeSignature>
      <noticeDate>02/14/2025</noticeDate>
      <signature>/s/ Curtis C. Griffith </signature>
    </noticeSignature>
  </formData>
</edgarSubmission>
