TECH WAR: New Telecom Company Enters Nigeria With 0724-phone number, Brings Innovation to Sell Minutes, Not Airtime

By Ed Malik, A | ed@ddnewsonline.com | posted 19th June, 2025

Nigeria’s robust telecommunications sector witnessed a definite shift on Tuesday, with the official launch of Lebara Nigeria into the country’s telecommunications space, marking a bold and potentially disruptive move in one of Africa’s most competitive and high-growth market.

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According to tech sources, Lebara Nigeria will run on 0724-phone number series, to commence its operations as a Tier 5 Mobile Virtual Network Operator (MVNO), the highest regulatory tier in Nigeria’s telecom framework, as at now.

With a digital-first network vision, backed by the global Lebara brand, the Nigerian subsidiary aims to leverage digital platforms and customer-first innovations to attract subscribers in an already saturated market.

To leverage operational synergy, the company has already secured full interconnectivity with the existing network providers like MTN, Airtel, Glo, and 9mobile, ensuring seamless communication between Lebara users and customers on other networks from the first day of service.

Akin Adesokan, Chief Operating Officer of Lebara Nigeria, emphasized readiness and integration, noting the brand’s commitment to customer freedom and inclusivity.

“Our readiness with the 0724 series and full interconnect setup underscores our unwavering commitment to seamless integration, customer freedom, and market inclusivity,” he said in a statement.

Adesokan emphasized the strategic difference with other existing telcos, saying that Lebara will not be selling airtime in the traditional sense. Instead, it will offer voice minutes and data bundles tailored to usage. For example, unused seconds in a call won’t be wasted, meaning that calls will be deducted by actual talk time, giving users more value and transparency.
The statement highlighted that Lebara is entering the market with the necessary infrastructure, regulatory compliance, and operational capacity to offer innovative and digitally driven telecom services nationwide.

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“This milestone reflects Lebara’s broader vision of enhancing user experience and deepening digital access in the telecommunications space, leveraging its global brand network effect,” the statement added.

Several telecommunication development analysts are excited that Lebara’s launch will increase competition among the big four, namely MTN, Airtel, Glo, and 9mobile, which have long dominated the space. A telecoms user, Engineer Emmanuel Unokhua said, Lebara’s entry is a welcome development and predicts that “its entry could drive down pricing, increase customer-centric innovation, and possibly usher in better quality of service, particularly in urban and youth-driven segments”, he emphasized.

Lebara, globally known for serving migrant and diaspora communities, currently operates in five European countries of the United Kingdom, Germany, France, the Netherlands, and Denmark. Additionally, they have brand license agreements for the use of their trademarks in Switzerland, Spain, Saudi Arabia, Australia and other countries. Berthing in Nigeria at this period economic challenges for the average phone user, it could focus on tech-savvy users, frequent international callers, or low-to-middle income earners looking for better control over their telecom spending.

Importantly and from a regulatory standpoint, the successful entry of Lebara can be gleaned as a credit that Nigerian Communications Commission (NCC)’s embrace of the MVNO framework is bearing fruit, allowing smaller players like Lebara to build on existing infrastructure rather than invest in expensive nationwide towers.

Raw statistical data of Nigeria’s telecom landscape (as of 2025), show a record of over 220 million active mobile lines of the four major MNOs. This development has enriched the sector, leading to a high smartphone penetration, increasing demand for data-centric services, digital transformation and cashless economy push, all accentuating telecom relevance.

Samuel Alabi, Head of Corporate Communications, stressed clarity and control for users, positioning the service as a smarter, more cost-effective telecom alternative. He said, “You buy minutes, not airtime. If your call ends in 30 seconds, you still have 99 minutes and 30 seconds left. That’s the kind of clarity and control we are bringing to Nigerian telecoms.”

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Market indicators will eventually show if Lebara Nigeria’s launch has the potential to reshape the telecom market, if it executes on cost-effectiveness, transparency, and customized packages. If they can maintain quality and scale rapidly, they may become a go-to alternative, especially in urban centers, student communities, and for digital-first users.