<?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/schedule13g" xmlns:com="http://www.sec.gov/edgar/common">
<headerData>
<submissionType>SCHEDULE 13G/A</submissionType>
<previousAccessionNumber>0001140361-21-003998</previousAccessionNumber>
<filerInfo>
<filer>
<filerCredentials>
<cik>0001775195</cik>
<ccc>XXXXXXXX</ccc>
</filerCredentials>
</filer>
<liveTestFlag>LIVE</liveTestFlag>



</filerInfo>
</headerData>
<formData>
<coverPageHeader>
<amendmentNo>5</amendmentNo>
<securitiesClassTitle>Common Stock, par value $1.00 per share</securitiesClassTitle>
<eventDateRequiresFilingThisStatement>12/31/2024</eventDateRequiresFilingThisStatement>
<issuerInfo>
<issuerCik>0001163668</issuerCik>
<issuerName>SOUTH PLAINS FINANCIAL, INC.</issuerName>
<issuerCusip>83946P107</issuerCusip>
<issuerPrincipalExecutiveOfficeAddress>
<com:street1>5219 City Bank Parkway</com:street1>
<com:city>Lubbock</com:city>
<com:stateOrCountry>TX</com:stateOrCountry>
<com:zipCode>79407</com:zipCode>
</issuerPrincipalExecutiveOfficeAddress>
</issuerInfo>
<designateRulesPursuantThisScheduleFiled>
<designateRulePursuantThisScheduleFiled>Rule 13d-1(d)</designateRulePursuantThisScheduleFiled>
</designateRulesPursuantThisScheduleFiled>
</coverPageHeader>
<coverPageHeaderReportingPersonDetails>

<reportingPersonName>Griffith Curtis C</reportingPersonName>
<citizenshipOrOrganization>X1</citizenshipOrOrganization>
<reportingPersonBeneficiallyOwnedNumberOfShares>
<soleVotingPower>1382360</soleVotingPower>
<sharedVotingPower>480360</sharedVotingPower>
<soleDispositivePower>1382360</soleDispositivePower>
<sharedDispositivePower>480360</sharedDispositivePower>
</reportingPersonBeneficiallyOwnedNumberOfShares>
<reportingPersonBeneficiallyOwnedAggregateNumberOfShares>1862720</reportingPersonBeneficiallyOwnedAggregateNumberOfShares>
<aggregateAmountExcludesCertainSharesFlag>N</aggregateAmountExcludesCertainSharesFlag>
<classPercent>11.25</classPercent>
<typeOfReportingPerson>IN</typeOfReportingPerson>
<comments>Relating to items 5 and 7, includes (i) 863,587 shares held directly, (ii) 96,765 shares vested from stock options, (iii) 5,745 shares underlying stock options exercisable within 60 days of December 31, 2024, (iv) 4,263 shares covered by outstanding restricted stock units held of record by Mr. Griffith, (v) 64,000 shares held in the Richard Thomas White 2021 Trust, over which Mr. Griffith serves as trustee and exercises the authority to vote and dispose, (vi) 87,000 shares held in the Birdie Lucille White 2021 Trust, over which Mr. Griffith serves as trustee and exercises the authority to vote and dispose, (vii) 87,000 shares held in the William Hogan White 2021 Trust, over which Mr. Griffith serves as trustee and exercises the authority to vote and dispose, (viii) 87,000 shares held in the Sydney Suzanne Griffith 2021 Trust, over which Mr. Griffith serves as trustee and exercises the authority to vote and dispose, and (ix) 87,000 shares held in the Johnathan Brockway Griffith 2021 Trust, over which Mr. Griffith serves as trustee and exercises the authority to vote and dispose.&#13;
&#13;
Relating to items 6, 8, and 9, includes (i) 45,360 shares held by Mr. Griffith's spouse, which Mr. Griffith disclaims beneficial ownership of these shares except to the extent of his pecuniary interest, and the filing of this report is not an admission that Mr. Griffith is the beneficial owner of these shares for purposes of Section 13 of the Securities Exchange Act of 1934, as amended (the "Exchange Act") or for any other purpose, and (ii) 435,000 shares held in the Curtis C. Griffith 2021 Irrevocable Trust, over which Mr. Griffith's spouse serves as trustee, which Mr. Griffith disclaims beneficial ownership of these shares except to the extent of his pecuniary interest, and the filing of this report is not an admission that Mr. Griffith is the beneficial owner of these shares for purposes of Section 13 of the Exchange Act or for any other purpose.&#13;
&#13;
Relating to item 11, the percentage is based on the sum of 16,455,826 shares of common stock outstanding as of December 31, 2024, and 96,765 shares vested from stock options held by directly by Mr. Griffith as of December 31, 2024.</comments>
</coverPageHeaderReportingPersonDetails>
<items>
<item1>
<issuerName>SOUTH PLAINS FINANCIAL, INC.</issuerName>
<issuerPrincipalExecutiveOfficeAddress>5219 City Bank Parkway, Lubbock, Texas, 79407</issuerPrincipalExecutiveOfficeAddress>
</item1>
<item2>
<filingPersonName>Curtis C. Griffith</filingPersonName>
<principalBusinessOfficeOrResidenceAddress>The address for the principal business office of Curtis Griffith is: 5219 City Bank Parkway, Lubbock, Texas 79407</principalBusinessOfficeOrResidenceAddress>
<citizenship>United States of America</citizenship>
</item2>
<item3>
<notApplicableFlag>Y</notApplicableFlag>
</item3>
<item4>
<amountBeneficiallyOwned>The information required by Items 4(a)-(c), as of the date hereof, is set forth in Rows 5-11 of the cover page hereto for the Reporting Person and is incorporated herein by reference for the Reporting Person.</amountBeneficiallyOwned>
<classPercent>11.25%</classPercent>
<numberOfSharesPersonHas>
<solePowerOrDirectToVote>1,382,360</solePowerOrDirectToVote>
<sharedPowerOrDirectToVote>480,360</sharedPowerOrDirectToVote>
<solePowerOrDirectToDispose>1,382,360</solePowerOrDirectToDispose>
<sharedPowerOrDirectToDispose>480,360 (2)</sharedPowerOrDirectToDispose>
</numberOfSharesPersonHas>
</item4>
<item5>
<notApplicableFlag>Y</notApplicableFlag>
</item5>
<item6>
<notApplicableFlag>Y</notApplicableFlag>
</item6>
<item7>
<notApplicableFlag>Y</notApplicableFlag>
</item7>
<item8>
<notApplicableFlag>Y</notApplicableFlag>
</item8>
<item9>
<notApplicableFlag>Y</notApplicableFlag>
</item9>
<item10>
<notApplicableFlag>Y</notApplicableFlag>
</item10>
</items>
<signatureInformation>
<reportingPersonName>Griffith Curtis C</reportingPersonName>
<signatureDetails>
<signature>/s/ Curtis C. Griffith</signature>
<title>Curtis C. Griffith</title>
<date>02/14/2025</date>
</signatureDetails>
</signatureInformation>
</formData>
</edgarSubmission>