Safaricom has introduced a Sh0.50 daily charge for users making reverse calls. The move aims to reduce free call usage and boost revenue.
Now, the telco limits reverse calls to two per day. On the third call, users will be charged a flat rate of Sh0.50. This strategy will allow Safaricom to earn at least Sh1 million daily. Also considering the two million subscribers who frequently make reverse calls. The reverse call feature, launched five years ago, allows users to make calls at the receiver’s expense.
In the year ending March, Safaricom earned Sh40 billion from reverse calls and loaned airtime. This contributed significantly to its overall revenue. The company informed subscribers via text messages that the third reverse call request would incur a charge. But no additional fees would apply for the rest of the day.
Safaricom revealed that over two million customers rely on reverse calls and loaned airtime, which accounted for half of the Sh79.5 billion voice revenue in the Kenyan market for the year ending March. The company stated in its annual report that it leverages call completion innovations, like the “Okoa Jahazi” service, reverse calling, and a three-second free call option, to help customers initiate calls.
Despite having 44.67 million subscribers as of March, Safaricom’s revenue growth has faced challenges due to the widespread use of reverse call options.
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