UK-based telecom operator Lebara Group has entered Nigeria’s competitive telecom market with Lebara Nigeria, launching the unique 0724 number series and a disruptive pricing model designed to offer greater transparency and user control, according to local reports.

Licensed as a Tier 5 Mobile Virtual Network Operator (MVNO) by the Nigerian Communications Commission (NCC), Lebara distinguishes itself from traditional telecom providers by selling minutes not airtime a bold move that challenges the conventional pricing structures of major players like MTN, Airtel, Globacom, and 9mobile.

“Our readiness with the 0724 series and full interconnectivity with all major operators shows our commitment to seamless user experience and fair access,” said Akin Adesokan, Chief Operating Officer of Lebara Nigeria.

The new entrant has full interconnect agreements in place, ensuring nationwide reach and service compatibility across Nigeria’s mobile landscape. Backed by its international MVNO experience, Lebara aims to offer high-quality voice and data services using existing mobile infrastructure delivering agility without the burden of massive capital outlays required by traditional MNOs.

What sets Lebara apart is its minutes-based billing model, where users pay only for the time they use. “If you buy 100 minutes and use 30 seconds, you still have 99 minutes and 30 seconds left,” explained Samuel Alabi, Head of Corporate Communications. “This eliminates the confusion many Nigerians face with airtime disappearing unpredictably.”

This model directly addresses longstanding consumer complaints in Nigeria, where prepaid airtime is often depleted without clear explanations, leading to trust deficits in the sector.

According to the Nigerian Telecommunication Industry Size & Share Analysis – Growth Trends & Forecasts (2025–2030) report by Mordor Intelligence, the country’s telecom sector is experiencing fierce competition among major players like MTN, GLO, and Airtel, each making significant investments to expand their networks and enhance service quality.

Meanwhile, the arrival of Lebara as a Tier 5 MVNO is shaking things up with a fresh, customer-first approach. By introducing usage-based pricing and emphasizing service transparency, Lebara is poised to challenge the status quo, appealing to cost-conscious and underserved consumers and pushing existing operators to improve customer engagement and accountability. As the market continues to evolve, such innovations could play a vital role in democratizing access to digital services across the country.