Safaricom reintroduces flexible hourly data bundles to boost affordability and digital access in Kenya.

Safaricom, Kenya’s largest telecommunications operator, has reintroduced its “Internet by the Hour” data bundles, allowing customers to access affordable, time-based internet packages. The service enables users to purchase data that lasts for a fixed duration—such as one hour—instead of being charged per megabyte or for a fixed data volume. This initiative targets price-sensitive customers and casual internet users who may only need temporary access for tasks like checking emails, social media, or streaming within a limited timeframe.

The reintroduction of this service comes after customer demand for more flexible and affordable data options, particularly as the cost of living and mobile data usage continue to rise in Kenya. The hourly bundles provide an alternative to traditional daily or monthly data plans, which may not be cost-effective for users with intermittent internet needs. Safaricom’s move is seen as part of a broader strategy to retain and grow its customer base amid increasing competition from rivals such as Airtel and Telkom Kenya, who also offer competitive data packages.

Safaricom has previously experimented with similar time-based bundles but discontinued them. The return suggests that consumer behavior and market dynamics now favor such flexible pricing models. With more Kenyans relying on mobile internet for work, education, and entertainment, the demand for affordable short-term access has grown significantly.

Industry analysts suggest that this offering could also help Safaricom attract more users in rural and low-income segments, where affordability remains a major barrier to internet penetration. By lowering the entry cost for internet access, the company not only boosts its revenues but also supports Kenya’s broader digital inclusion agenda.

The revival of “Internet by the Hour” highlights Safaricom’s responsiveness to customer needs and its efforts to remain competitive in a rapidly evolving telecom market. If successful, it could reshape how mobile operators in the region design flexible data offerings.