Nigerian mobile phone users are transiting to data calls over increasing tariffs charged by telecommunications companies (TelCos) on terrestrial voice calls in the country, LEADERSHIP has learnt.
This transition from traditional voice calls to internet-based communication platforms, particularly WhatsApp, commenced earlier when telcos increased tariffs on voice calls and messages.
This is, however, disrupting the entire telecom ecosystem, which invariably shrinks the income from regular voice calls for telecommunications outfits in the country.
For years, mobile network operators (MNOs) in Nigeria, including MTN, Airtel, Globacom and T2 (formerly 9mobile), have dominated the telecom space, with terrestrial voice calls as their primary revenue stream.
However, the increasing use of WhatsApp for voice and video calls is rewriting the rules. What was once an expensive privilege for many Nigerians and those in the Diaspora, long-distance voice calls are now easily accessible through affordable data bundles.
WhatsApp, a widely used messaging platform owned by Meta (formerly Facebook), has become ingrained in Nigerians’ daily lives. The app, primarily designed for text messaging, has evolved into a fully integrated communication tool that offers voice and video calls with no additional cost, apart from data usage.
It was learnt that the combination of cheaper data bundles and expanding 4G networks has led to a surge in the use of WhatsApp calls, especially among younger Nigerians, urban dwellers, and those in rural areas with increasing smartphone access.
Findings have revealed the main reason behind the increasing preference for WhatsApp calls is its cost-efficiency. With their per-minute charges, traditional voice services are now competing against over-the-top (OTT) services like WhatsApp, which rely on internet data.
For many Nigerians, especially in the diaspora, WhatsApp eliminates the need for expensive international calling rates, offering a more affordable option to stay connected with loved ones abroad.
According to Darius Njoku, “especially for long conversations or international communication. With data bundles, users can talk for hours via WhatsApp or Telegram without incurring traditional per-minute charges.”
He added that subscribers also value the additional features that data calls offer such as video calling, group calls, multimedia sharing, and clearer audio quality which are not available through standard terrestrial voice calls.
Hence, this has made data calling a more attractive and versatile option for both personal and business use while the spread of 4G / 5G technology and improved mobile data access have made internet-based communication more accessible than ever. With data being cheaper than traditional voice services, especially, for long conversations or international calls, WhatsApp has proven to be an attractive choice.
For example, mobile subscribers no longer need to worry about excessive per-minute costs when using data packages to make calls via WhatsApp or other OTT platforms like Telegram and Zoom, thus triggering a decline in revenue from traditional terrestrial voice calls.
According to reports from the Nigerian Communications Commission (NCC) and telecom analysts, Average Revenue Per User (ARPU) for voice services has been steadily falling over the past five years. While data consumption continues to rise, the shift towards internet-based calls increasingly squeezes voice services out of the telecom revenue model.
The rise of OTT services, such as WhatsApp and Telegram, which bypass traditional telecom infrastructure and interconnect charges, has created a significant revenue gap for mobile operators. These platforms are further depleting the revenue model of terrestrial voice calls without the need to pay for licensing or interconnection fees.
Analysts have said Telecom companies are also exploring new avenues like the development of proprietary communication apps or specialised value-added services to offset revenue loss from traditional voice services.
Speaking on the trend of transitioning to WhatsApp calls from terrestrial voice calls, the president of the Association of Telecommunications Companies of Nigeria (ATCON), Tony Emoekpere, stated that Telecom providers stand to gain from this shift as their subscribers tend to use more data.
According to him, “It is not necessarily a loss. They are still using the same infrastructure for data calls, and in some ways, data calls require less investment in infrastructure than traditional voice services. It’s a change in revenue patterns, not a complete loss.
“It’s just, in fact it helps in a way because the infrastructure you use to sustain a voice call and the infrastructure you use to sustain a data call are totally different.
“You need more infrastructure for a voice call than a data call. But the only challenge now is that data requires a lot of transmission capacity, which is why we use a lot of fibre connectivity.”
He added, “With all these fibre cuts that we keep having, it’s even affecting data calls. It’s a welcome development that we have voice and data calls as they work hand in hand, more or less.”Kano’s Budget Hits N935.1bn As Assembly Approves N215.3 Supplementary Appropriation
However, despite the benefits, the switch to data calls does not come without challenges. Poor network coverage, particularly in rural areas, remains a concern.
Additionally, security risks such as data privacy issues and cybercrime on OTT platforms continue to affect users’ confidence in internet-based communication.
The future of communication in Nigeria is clearly digital, data-driven, and increasingly platform-based. While WhatsApp calls are only one facet of this broader shift, it symbolise a fundamental transformation in how Nigerians communicate, socialise, and conduct business.
From a consumer stance, the shift towards OTT platforms offers greater choice, cost savings, and convenience. As the competitive landscape intensifies, mobile subscribers benefit from lower prices and better quality of service, especially with the integration of voice, video, and messaging into a single platform.
Industry expert, Teju Ogunmola, stressed that operators must remain agile in adapting to these changes. “For telecom operators, the message is clear: adapt or risk obsolescence because the shift is already here, and those who fail to adapt to the data-driven model will find themselves irrelevant in the digital age,” he pointed out.
According to him, in this digital transformation, it is clear that the telecom sector in Nigeria will never be the same again. Whether through the evolution of telecom infrastructure, the rise of OTT platforms, or the shifting regulatory landscape
“Nigeria’s communication future is being shaped by the growing dominance of internet-based calling which the telecom providers and regulators should keep pace with these rapid changes or risk being left behind,” he said.
