Safaricom has reinstated its No Expiry data bundle allocations following widespread customer complaints over cuts that effectively doubled internet costs for millions of Kenyans.
The telecommunications giant attributed the reductions to a technical glitch and confirmed it would refund affected customers who purchased bundles at the slashed rates.
The changes, which were implemented from October 22, had reduced data allocations by more than half , with the popular Sh51 package dropping from 255MB to just 102MB of non-expiring data.
Customers who paid Sh100 received only 200MB instead of the previous 400MB, while the Sh250 bundle fell from 1GB to 500MB .
A Safaricom spokesperson told Business Daily on Monday that the issue had been resolved and customers who received less data were being refunded. The company also said data allocations for amounts starting from Sh11 had been increased.
SMS notifications sent to affected subscribers over the weekend read: “Dear customer, the issue with your non-expiry bundles is fixed and extra bundles added. We apologise for the inconvenience.”
The No Expiry packages, which allow customers to purchase data bundles without validity periods at fixed or customisable prices, are among Safaricom’s most popular offerings.
The controversy erupted after customers noticed the reduced allocations and took to social media platform X to express their frustration. Many accused the company of implementing a stealth price increase without prior notice.
On October 23, Safaricom had acknowledged on X that it was aware of an issue affecting the awarding of data bundles and that a resolution was underway. However, the company had initially declined to provide official comment when contacted by media outlets.
Mobile data has emerged as a critical revenue driver for Safaricom, with the company reporting an 18.2 percent increase in mobile data revenue to Sh44.4 billion for the six months ending September . This marked the first time mobile data revenue surpassed income from voice calls, which declined 0.5 percent to Sh41 billion during the same period.
Safaricom controls 62.8 percent of Kenya’s mobile broadband market and 34.3 percent of the fixed internet market as of June 2025 , according to the Communications Authority of Kenya. Its dominance in the sector means pricing changes have a significant impact on internet access costs for Kenyans.
The company faces competition from Airtel Kenya, which offers comparatively cheaper data bundles. Airtel provides 1GB valid for one hour at Sh15, compared to Safaricom’s 1.2GB bundle at Sh20 for the same duration. For 24-hour bundles, Airtel offers 300MB for Sh20, while Safaricom provides 200MB at the same price.
The data bundle controversy comes at a time when telecommunications companies globally are exploring dynamic pricing models that adjust costs based on demand, usage patterns and network congestion. These models, which leverage big data analytics and artificial intelligence, represent a shift from traditional fixed pricing structures.
However, critics argue that such changes should be communicated transparently to customers, particularly when they result in significant price increases.
Safaricom has been investing heavily in expanding its 4G and 5G networks to capture a larger share of the data market as voice services decline. The company is betting on data and its M-Pesa mobile money service to drive future growth amid saturation in traditional telephony services.
The restoration of the original No Expiry bundle allocations demonstrates the power of customer feedback and social media pressure in holding large corporations accountable, particularly in a market where one company holds such a dominant position.
