In a significant move as part of ongoing tariff adjustments, MTN Nigeria, the country’s largest telecommunications provider, has increased call rates on its Pulse bundle from ₦7.8 to ₦13.8 per minute, marking a 76.92% hike. The new rate, which took effect recently, translates to 23 kobo per second, up from the previous 13 kobo per second. Additionally, the cost of SMS has risen from ₦4 to ₦6 per message.
The adjustment follows a broader tariff restructuring approved by the Federal Government on January 20, 2025, which raised the floor price for calls to ₦9.6 per minute from ₦6.40 and set the ceiling price at ₦50 per minute. The cost of 1GB of data was also increased to ₦431.25 from ₦287.50, while the average price of calls rose to ₦16.5 per minute from ₦11.
The sudden price hike has drawn sharp criticism from customers, particularly after MTN implemented a 200% increase in the cost of its 15GB weekly digital bundle. The company has since apologized for the abrupt change, acknowledging the frustration it caused among its 84 million subscribers, who account for 51.4% of the Nigerian telecom market.
In a message to customers, MTN stated, “We know how upsetting it must have been to suddenly wake up to a 200% increase on your favorite digital bundle. We could share several reasons and provide explanations, but honestly, all that is just talk. We messed up. We get it, and we admit it. Let’s just say it was a mistake. In this season of love, don’t stay angry with us. Please forgive and forget. You matter deeply to us, and we will never stop showing you how much. Let’s continue our relationship. Thank you for your understanding.”
Amid the backlash, MTN has launched a new campaign titled “Go Make a Difference (Go M.A.D.)” in Abuja. The initiative aims to inspire Nigerians to take bold steps toward meaningful change by leveraging their skills, passions, and digital tools. The campaign brought together young changemakers, spoken word artists, creatives, and everyday Nigerians eager to drive transformation in their communities.
The Abuja activation featured interactive sessions, thought-provoking discussions, and a community-driven impact showcase, where individuals shared success stories of how small, consistent efforts can lead to lasting change. Speaking at the event, Ohwofasa Obazenu, Senior Manager of Sales and Trade Development for the North at MTN Nigeria, emphasized the campaign’s vision: “Go M.A.D. is a movement that empowers Nigerians to act. Whether in business, education, or social impact, we want people to know that their bold steps can create a ripple effect of change.”
The tariff hikes and MTN’s subsequent apology highlight the delicate balance telecom companies must strike between addressing operational costs and maintaining customer trust in a challenging economic environment. Meanwhile, the Go M.A.D. campaign reflects MTN’s efforts to foster positive social impact, even as it navigates the fallout from its recent pricing decisions.
