MTN Nigeria, the nation’s leading telecommunications provider, has recently faced significant criticism from its subscribers following a substantial increase in the price of its 15GB data bundle. The company initially raised the cost from ₦2,000 to ₦6,000, a 200% hike that led to widespread dissatisfaction among users. In response to the backlash, MTN has decided to discontinue the 15GB data plan and has issued a public apology to its customers.
Background of the 15GB Data Plan
The 15GB data bundle was originally introduced as a promotional offer aimed at supporting low-income subscribers and enhancing internet accessibility across Nigeria. Offered at a discounted rate, the plan was exclusively available through the MyMTN app and MTN MoMo (Mobile Money) platforms, thereby encouraging users to engage with these digital services. The promotional pricing strategy was designed to drive internet consumption and provide affordable data options to a broader segment of the population.
The Price Increase and Subscriber Reaction
On February 11, 2025, subscribers were met with an unexpected increase in the price of the 15GB data plan, which jumped from ₦2,000 to ₦6,000. This sudden escalation led to immediate outrage among users, many of whom took to social media platforms to express their dissatisfaction. The significant price hike was perceived as a betrayal by loyal customers who had come to rely on the affordability of the plan for their daily internet usage.
MTN’s Response and Apology
In light of the overwhelming negative feedback, MTN Nigeria acknowledged the misstep and issued a formal apology to its subscribers. In a statement shared across its social media channels, the company expressed understanding of the frustration caused by the sudden price increase. The message read, “We know how upsetting it must have been to suddenly wake up to a 200% increase on your favourite digital bundle. We could share several reasons and provide explanations, but omo, all that one na story. We don cast. We get it and admit it. Let’s just say na mistake.” The informal tone of the apology was intended to resonate with the local audience, using colloquial language to convey sincerity and remorse.
Discontinuation of the 15GB Data Plan
Following the apology, MTN announced the discontinuation of the 15GB data bundle. Internal sources within the company indicated that offering the plan at its original promotional price was no longer sustainable and posed a risk to the company’s revenue model. The 15GB plan was always intended as a limited-time promotion to provide affordable data without compromising the operator’s long-term business viability. A company insider stated, “If we continue selling it at that rate, we risk undermining our revenue. We owe our subscribers an apology for the price hike, and we recognize their loyalty. That plan has been removed and is no longer available.”
Industry-Wide Tariff Adjustments
The controversy surrounding MTN’s 15GB data plan price hike occurs within a broader context of industry-wide tariff adjustments. The Nigerian Communications Commission (NCC) had recently approved a 50% increase in the cost of calls, data, and SMS, marking the first official review since 2013. This approval was granted to support the ability of operators to continue investing in infrastructure and innovation, ultimately benefiting consumers through improved services and connectivity, including better network quality, enhanced customer service, and greater coverage. However, MTN’s 200% increase for the 15GB plan far exceeded the NCC’s approved adjustment, leading to accusations of insensitivity and exploitation.
Subscriber Reactions and Broader Implications
The abrupt price increase and subsequent discontinuation of the 15GB data plan have left many subscribers feeling frustrated and betrayed. Social media platforms have been flooded with complaints, with users expressing their dissatisfaction and considering switching to alternative service providers. One user lamented, “It’s nearly impossible for the average Nigerian to progress. The 15GB data plan that used to cost ₦2,000 is now ₦6,000.” Another user pointed out that the price hike reflects the country’s economic realities rather than a random decision, stating, “Complaining won’t change anything because telecom operators operate within a profit-driven system. Prices are influenced by inflation, currency devaluation, and market forces.”
Conclusion
MTN Nigeria’s decision to discontinue the 15GB data bundle following a substantial price increase has highlighted the delicate balance between business sustainability and customer satisfaction. While the company has acknowledged its mistake and apologized, the incident underscores the importance of transparent communication and the need for telecom operators to consider the economic realities of their subscriber base when making pricing decisions. As the telecommunications industry in Nigeria continues to evolve, operators must navigate the challenges of maintaining profitability while ensuring that their services remain accessible and affordable to the diverse population they serve.
