UK-based telecommunications company Lebara has begun commercial operations in Nigeria, becoming the second mobile virtual network operator (MVNO) to launch in the country after Vitel Wireless. The rollout follows almost two years of preparation, including partnerships, agent onboarding, pre-SIM registration and a soft launch.

Lebara is the third of the 46 virtual operators granted operational licences by the Nigerian Communications Commission (NCC) in 2023 and 2024 to begin offering services. The other operators to reach that stage are Vitel Wireless, which started commercial operations in 2025, and EMOSIM, an operator that provides outbound travel eSIM services.

Lebara Nigeria holds a Tier 5 MVNO licence, the highest category under Nigeria’s telecommunications regulatory framework. The licence enables the company to provide mobile services nationwide, including to unserved and underserved communities, which was a central reason the NCC created a framework for MVNOs.

The company’s lengthy preparation reflects the challenges associated with launching an MVNO in Nigeria. Operators have faced obstacles involving wholesale agreements, technical integration, financing and operational readiness. Lebara also experienced delays after failing to meet a planned launch target for the third quarter of 2025, which it had announced earlier that year.

The operator spent the remainder of 2025 and the first half of 2026 expanding its agent network, conducting soft-launch activities and reserving its “0724” number series. Its launch preparations also included pre-order and registration services for Nigerian users, allowing customers to register and obtain a dedicated “0724” number before full commercial operations began.

Lebara also secured full interconnectivity with Airtel Nigeria and other mobile network operators, a requirement for its commercial rollout. It launched an Agent Registration Portal (ARP), a digital onboarding platform intended to expand retail and point-of-sale (POS) operations nationwide, integrate agents and POS operators, and build awareness of its retail channel.

In February, the company announced a soft launch co-hosted with the UK Department for Business and Trade and the British High Commission. The event introduced Lebara to industry leaders, government officials and diplomats.

At the event, Teniola Stuffman, chief executive officer of Lebara Nigeria, said the company was targeting 1 million subscribers during its first year of official operations. She said Lebara planned to pursue that target by addressing service gaps, network outages, high data costs, data depletion and other persistent concerns raised by subscribers.

“Nigeria stands at a defining moment, a nation of extraordinary talent, resilience, and ambition, yet millions require more inclusive, more affordable, more globally connected digital access. Our entry into the market is driven by this conviction,” Stuffman said in February.

Lebara enters a market where its first major MVNO competitor has yet to disclose a substantial subscriber base. Vitel Wireless, which launched more than a year ago, has not recorded monthly subscriber figures. Industry data shows that it has received 120 subscribers through mobile number portability.

Lebara will face similar challenges in building a sustainable operation. Its ability to maintain the business while addressing those obstacles will affect how far it can scale. The company will also compete with Nigeria’s largest traditional mobile network operators—MTN, Airtel, Globacom and T2mobile—in an environment characterised by high infrastructure and wholesale costs, strong price sensitivity and intense competition.

The competitive dynamic is significant because mobile network operators (MNOs) control the physical infrastructure on which MVNOs such as Lebara depend. In effect, Lebara will be competing with companies that also serve as its infrastructure providers, creating an additional test for its ability to scale and attract customers.

The company is also likely to encounter Nigeria’s second-SIM pattern, in which customers initially adopt an additional SIM card rather than replace their primary connection. Customers may be drawn to Lebara by network offerings and lower-priced data deals, but the cost of attracting users could conflict with the need to achieve profitability.

Lebara’s preparations indicate that it intends to compete through a broader distribution network and partnerships that could support financial services. The company has expanded its agent network into retail and POS operations and recently partnered with Payaza. That collaboration allows family members living abroad to pay for or top up airtime, data and subscriptions directly for relatives in Nigeria.

The operator is also offering customers a choice between physical SIM cards and instant-activation eSIMs. Customers can activate the service from home rather than visiting a physical service centre and complete know-your-customer (KYC) verification online through the My LebaraNG app using a self-service “scan, snap and connect” process.

To establish a durable position, Lebara’s stated approach is to focus on underserved communities and target a distinct demographic, while expanding beyond connectivity through wider fintech integration. The company’s execution during its first 12 months will be important to its brand recognition and ability to build a loyal customer base.

The launch gives Nigerian consumers another mobile-service option alongside Vitel Wireless. It also tests whether an MVNO can overcome the market’s infrastructure, pricing and distribution constraints while delivering services to communities that remain underserved.

Source: TechNext24

The NCC’s industry statistics are available here.