MTN Discontinues 15GB Bundle After Backlash Over 200% Price Hike
MTN Nigeria, the nation’s largest telecommunications provider, has scrapped its 15GB data bundle in response to widespread criticism from customers, who were outraged by a massive 200% price hike.
The telco had initially raised the cost of the plan from N2,000 to N6,000, triggering widespread outrage among its user base.
Originally introduced as a promotional offer, the 15GB plan was designed to support low-income subscribers and foster greater internet penetration.
The plan had been offered at a discounted rate but was exclusively accessible through the My MTN app or MTN MoMo (Mobile Money), limiting its availability to users of those platforms.
Sources within the company informed our correspondent on Thursday that MTN could no longer offer the plan at its original price. Further discounting was deemed unsustainable, as it would jeopardise the company’s revenue model.
They emphasised that the 15GB plan was always intended as a limited-time promotion aimed at providing affordable data without compromising the operator’s long-term business viability.
“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 recognise their loyalty. That plan has been removed and is no longer available,” a source said.
MTN also issued a formal apology on Thursday to its subscribers, acknowledging their dissatisfaction with the price increase.
“We understand that you’re upset, and we acknowledge your frustration. We know how disappointing it must have been to wake up to a sudden 200 per cent increase in your favorite digital bundle,” it said in a statement.
MTN further admitted that the price hike was a mistake, saying, “While we could offer explanations and reasons, we understand that it might not make it better. We admit that this was a mistake.”
The company appealed for forgiveness, urging subscribers not to stay angry. “In this season of love, we hope you won’t stay upset with us. Please forgive and forget. You are important to us, and we will continue to show you just how much. Let’s keep this relationship going,” MTN concluded.
