Kenya’s leading telecommunications company, Safaricom, has recently announced a significant change to its reverse call service, a feature that has been available to customers for the past five years. The company has decided to limit the number of reverse calls to just two per day per user, and any subsequent reverse calls on the same day will now incur a charge. This move is expected to generate substantial revenue for the company, estimated at least 1 million Kenyan shillings per day, based on approximately 2 million customers who have been utilizing the free reverse call service.
The Reverse Call Service
The reverse call service was introduced by Safaricom as a convenience for its customers, allowing them to make calls even when they have no airtime. The feature works by transferring the cost of the call to the person receiving it, rather than the caller. This service quickly gained popularity, especially among users who often found themselves in situations where they needed to make urgent calls but had insufficient airtime.
New Charges and Limitations
Under the new policy, Safaricom customers can still make two reverse calls per day at no cost. However, starting from the third reverse call in a day, the customer will be charged. Safaricom has assured its users that after being charged for the third reverse call, there will be no additional costs for the rest of the day’s usage of the service. This change is seen as a response to what Safaricom describes as “joyriding,” where customers have been excessively using the free reverse call feature.
Customer Reactions
The decision to limit free reverse calls has sparked a range of reactions from Kenyans, many of whom have taken to social media to express their views.
A Twitter user, @ochiamos, criticized the decision, suggesting that it could damage the company’s reputation and lend credence to the notion that a Kenyan cannot effectively manage the telecom giant. He noted that while he does not personally use the reverse call feature, he is aware that millions of Kenyans depend on it.
Another user, @iz_ben, pointed out that the person accepting the reverse call bears the cost, and expressed frustration over the company’s recent actions, particularly during the finance bill protests when Safaricom reportedly cut off internet access. This has led to a growing sentiment among some users that they should have boycotted the company earlier.
On Facebook, Armanow Ina CAlii Bashir humorously suggested that Safaricom should also address the “Please Call Me” feature, indicating that the issue of reverse calls is not the only service that might be overused. Meanwhile, Regina Murigi expressed relief at the change, saying she is glad that people will no longer be able to abuse the feature. Abdihakimz Adan Ali thanked Safaricom for the new policy, joking that some of his friends seem to think he is an MP, given how often they reverse call him. Pappa Belashely Abenny, on the other hand, stated that he has never used the reverse call feature, so the new charges do not concern him.
Safaricom’s Financial Impact
From a financial perspective, this move is expected to have a positive impact on Safaricom’s revenue. With an estimated 2 million customers using the free reverse call service, the introduction of charges for the third call could generate at least 1 million shillings daily. This is a significant boost for the company, especially in an increasingly competitive market where revenue diversification is crucial.
Conclusion
Safaricom’s decision to limit free reverse calls and introduce charges has generated mixed reactions among its customers. While some users are relieved by the change, others see it as another reason to criticize the company’s management and policies. The financial impact of this new policy, however, is likely to be substantial, reinforcing Safaricom’s position as a dominant player in Kenya’s telecommunications industry. As the company continues to evolve its services, how these changes affect customer loyalty and satisfaction will be closely watched.
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