Lebara launches in Nigeria with 0724 number series

...target competition and digital inclusion

Nigeria’s telecommunications sector has entered a new phase with the official arrival of Lebara, a globally recognised mobile virtual network operator. The British-owned brand formally announced its entry into Africa’s largest telecom market during a high-profile soft launch and networking reception in Lagos.

The event, organised in collaboration with the UK Department for Business and Trade and the British High Commission, brought together senior government officials, regulators, investors and industry leaders. The strong diplomatic and commercial presence highlighted the strategic importance of Lebara’s expansion into Nigeria and signalled renewed momentum for competition and innovation in the sector.

Lebara’s move into Nigeria has been building for months. In June last year, the company introduced its dedicated 0724 number series, signalling its long-term ambitions in the market. With its formal unveiling, the operator is positioning itself as a serious contender in a landscape long dominated by established telecom providers.

Unlike traditional telecom companies that invest heavily in physical infrastructure such as cell towers and transmission equipment, Lebara operates as a mobile virtual network operator. This means it does not own network infrastructure but leases capacity from existing operators. In Nigeria, the company has secured full interconnectivity with major mobile networks and entered into a strategic partnership with Airtel Nigeria to guarantee strong nationwide coverage from launch.

By leveraging existing infrastructure, Lebara can focus its investment on product development, service innovation and customer experience. The asset-light model reduces capital expenditure and allows faster response to market demands, with the potential for more competitive pricing without the financial burden of building and maintaining towers.

At the Lagos reception, Teniola Stuffman, Chief Executive Officer of Lebara Nigeria, outlined the company’s broader vision. She described Nigeria as a defining opportunity for inclusive and globally connected digital access. According to her, Lebara’s entry is driven by the need to address persistent concerns among subscribers, including inconsistent network quality, high data costs and opaque billing practices.

By prioritising transparent pricing and affordability, the company aims to rebuild trust and raise service standards in a highly competitive market. Lebara’s strategy goes beyond voice and data services, with plans to introduce digital offerings that support financial inclusion and the creative economy.

Proposed initiatives include partnerships with local organisations to deliver microloans and device financing, helping more Nigerians access smartphones and reliable internet connectivity. The company also plans to deploy Lebara-powered internet hubs in underserved communities as part of efforts to bridge the digital divide.

Lebara intends to leverage its international footprint to simplify cross-border communication and roaming for Nigerian travellers and businesses. By linking local users to its global network, the operator aims to support smoother international trade and more affordable overseas connectivity, particularly for entrepreneurs, freelancers and members of the diaspora.

As Nigeria continues its digital transformation, Lebara’s entry introduces a fresh dynamic into the telecoms landscape. With diplomatic backing, a partnership-led infrastructure model and a strong focus on transparency and innovation, the company is positioning itself as more than a conventional telecom provider.

If it delivers on its promises of affordability, reliability and inclusive digital services, Lebara could reshape customer expectations and contribute significantly to the evolution of Nigeria’s digital economy.