Published: June 19, 2025
Nigeria’s telecom sector — one of the most competitive in Africa — has a new player. Lebara Nigeria, a subsidiary of the London-based Mobile Virtual Network Operator (MVNO) Lebara, has officially launched in the country with the 0724 phone number series, signaling a bold move to challenge telecom giants MTN, Airtel, Globacom, and 9mobile.
A Disruptive Model: “You Buy Minutes, Not Airtime”
Unlike the traditional model where subscribers recharge airtime, Lebara says its system will be different. Customers will purchase minutes directly, ensuring complete transparency.
“You buy minutes, not airtime. If your call ends in 30 seconds, you still have 99 minutes and 30 seconds left,” explained Samuel Alabi, Head of Corporate Communications at Lebara Nigeria.
“That’s the kind of clarity and control we are bringing to Nigerian telecoms.”
This unique approach, already tested in other markets where Lebara operates, is expected to shake up Nigeria’s telecom landscape.
Full Interconnectivity with All Operators
The company confirmed it has secured full interconnectivity with all major mobile networks, meaning subscribers will be able to call and receive calls from any network seamlessly from the first day of rollout.
Akin Adesokan, Chief Operating Officer of Lebara Nigeria, emphasized the company’s readiness:
“Our 0724 series and full interconnect setup reflect our commitment to seamless integration, customer freedom, and market inclusivity. We are fully prepared with infrastructure, compliance, and capacity to deliver quality nationwide services.”
Tier-5 MVNO Licence: The Highest Regulatory Approval
Lebara Nigeria enters the market with a Tier-5 Mobile Virtual Network Operator (MVNO) licence — the highest category under the Nigerian Communications Commission (NCC) framework.
This licence allows the company to lease infrastructure from existing operators while independently delivering voice, data, and digital services. Industry analysts say the licence gives Lebara flexibility to be highly competitive.
Economic Impact: More Competition, Lower Prices?
Experts believe the company’s entry could benefit Nigeria’s 220 million active mobile subscribers.
Dr. Ifeanyi Ubah, economist and Head of Research Investment at Comercio Partners, told Coolnews Nigeria:
“Telecoms already contribute about 12.45% to Nigeria’s GDP. More competition can drive innovation, improve service delivery, and reduce costs. Lebara’s transparent pricing model will put pressure on existing operators to improve their offerings.”
He added that new entrants can help bridge Nigeria’s digital divide, especially in rural and underserved regions.
Challenges Ahead
However, industry watchers warn that Lebara will face hurdles. Regulatory bottlenecks, poor infrastructure, and competition from the dominant “big four” may slow its progress.
Still, with its global network experience, consumer-focused model, and fresh pricing strategy, Lebara’s entry could mark the beginning of a new era in Nigerian telecoms.
The Bigger Picture
Lebara’s arrival coincides with major changes in Nigeria’s digital economy — from broadband expansion projects to satellite internet deployment and digital banking growth.
If the company succeeds, Nigerians may soon see lower tariffs, improved service quality, and more customer-friendly telecom models.
For now, all eyes are on the 0724 series, and how quickly it can earn a place alongside the familiar yellow, red, green, and blue giants of Nigeria’s telecom space
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