MTN, Nigeria’s largest telecommunications provider, has found itself at the center of a storm after implementing a staggering 200% increase in the price of its popular 15GB weekly data bundle. The sudden hike, which saw the cost of the plan rise from ₦2,000 to ₦6,000, left customers fuming and sparked widespread backlash on social media. In response, the company issued a public apology, adopting an informal tone in a bid to quell the growing discontent among its user base.
The announcement of the price increase came as a shock to many subscribers who had grown accustomed to the affordability of MTN’s data plans. For years, the telecom giant has been a go-to choice for millions of Nigerians seeking reliable internet services. However, the drastic change in pricing disrupted this relationship, leading to an outpouring of frustration online. Social media platforms were flooded with complaints as users expressed their dissatisfaction with the new rates, labeling them unsustainable and exploitative.
In a bid to address the uproar, MTN took to its official social media channels on Thursday to issue an apology. The message, written in a conversational and relatable style, acknowledged the anger and disappointment felt by its customers. “To our 15GB digital bundle lovers,” the post began. “You dey vex. We know. We know how upsetting it must have been to suddenly wake up to a 200% increase on your favourite digital bundle.”
Rather than delving into lengthy justifications or technical explanations, MTN opted for transparency and humility. The company admitted fault, stating, “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.” This candid admission was followed by a heartfelt plea for forgiveness: “In this love season, don’t stay angry with us. Please forgive and forget. You matter die and we will never stop showing you how much. Let’s continue our relationship. Thank you for your understanding.”
While the apology may have softened some criticisms, it did little to address the root cause of the issue. Many customers remain skeptical about the timing and rationale behind the price hike, especially given the economic challenges facing Nigeria. With inflation soaring and the cost of living climbing steadily, the decision to triple the price of a widely used service has been met with skepticism and resentment.
MTN is not alone in its efforts to raise tariffs. The Nigerian Communications Commission (NCC) recently approved a 50% tariff increase across all major telecom operators, citing rising operational costs and the need for sustainable business practices. While MTN was the first to implement the changes, Airtel and Globacom are expected to follow suit in the coming weeks. This collective move has drawn sharp criticism from consumer advocacy groups and labor organizations alike.
The Nigeria Labour Congress (NLC), a prominent trade union body, has condemned the tariff hikes, calling for an immediate reversal. In a strongly worded statement, the NLC described the increases as unjustified and burdensome, particularly for low-income earners who rely heavily on affordable data plans for communication, education, and work. The organization also announced plans to mobilize a boycott of MTN, Airtel, and Globacom until the companies reconsider their decisions.
For many Nigerians, the controversy highlights deeper concerns about the affordability and accessibility of essential services in the country. Telecommunications play a critical role in connecting people, driving innovation, and supporting economic growth. However, when prices spiral beyond reach, the impact is felt disproportionately by vulnerable populations, including students, small business owners, and rural communities.
Despite the backlash, MTN insists that the price adjustment is necessary to ensure long-term sustainability. Industry analysts argue that rising fuel costs, foreign exchange fluctuations, and increasing regulatory fees have placed significant pressure on telecom operators. These factors, they claim, make it difficult for companies to maintain previous pricing structures without compromising service quality. Nevertheless, critics counter that such challenges should not be passed on to consumers, especially during a period of economic hardship.
As debates rage on, the spotlight remains firmly fixed on MTN and its competitors. The outcome of this controversy could set a precedent for how telecom companies navigate similar situations in the future. Will MTN’s apology and appeal for forgiveness suffice to mend fences with disgruntled customers? Or will sustained resistance force the company—and others—to reconsider its strategy?
One thing is certain: the voices of Nigerian consumers cannot be ignored. Social media has become a powerful tool for holding corporations accountable, and the swift backlash against MTN underscores the importance of listening to customer feedback. Moving forward, telecom operators must strike a delicate balance between profitability and affordability if they hope to retain trust and loyalty.
For now, MTN’s plea for forgiveness hangs in the air, awaiting a response from its vast network of users. Whether customers choose to accept the apology or demand further action remains to be seen. What is clear, however, is that the events of the past week have reignited discussions about the role of telecommunications in shaping Nigeria’s socio-economic landscape—and the responsibility of providers to prioritize the needs of their customers above all else.
As Valentine’s Day approaches—a season traditionally associated with love and reconciliation—MTN’s message of “forgive and forget” serves as a reminder of the value of relationships, even in the corporate world. Yet, true reconciliation requires more than words; it demands tangible actions that demonstrate commitment to mutual benefit. Only time will tell if MTN can restore harmony with its valued customers while navigating the complex realities of doing business in Nigeria.
