The telecom business is changing fast. And if you’re running a VTU or bill payment business, you’ve probably felt it:
- Sales are dropping
- Ads are no longer converting.
- Customers are not buying as much or at all.
- You're spending more on marketing with little or no results.
This isn’t just a "you" problem. It's an industry-wide shakeup. And as your partner in this journey, Topupmate is here to help you face it head-on.
Over the past few months, a few things have changed drastically:
- MTN and Airtel discontinued many of the special data plans that used to bring in high margins.
- Data prices have surged by over 200%, killing the affordability that made VTU attractive in the first place.
- Customers are buying less data — someone who used to buy 20GB/month now struggles to afford 5GB.
- Wallet apps like Opay and PalmPay have become more trusted and convenient for everyday users.
Even businesses with over 500k users are complaining about declining profits. So if you’re a small or mid-sized business, this situation can feel hopeless.
But here's the truth:
It’s not hopeless — it just means the game has changed.
The old way of running a VTU business is not going to work in 2025:
❌ You can’t rely on data reselling alone.
❌ You can’t throw ₦20K on ads and expect 50 paying customers.
❌ You can’t keep ignoring your existing customers and expect them to stay loyal.
❌ You can’t operate without tracking key metrics.
It's time to shift from blind hustle to intentional business building.
Here’s what the most resilient VTU entrepreneurs are doing (and what you should do too):
Yes, bringing in new users is great — but that's just the beginning.
"Marketing doesn't stop when someone registers — that's when it truly begins."
✅ Engage existing users: Send helpful messages, run flash promos, remind them of your value.
✅ Re-activate inactive users: Offer discounts or ask for feedback.
✅ Build a small community (e.g. WhatsApp or Telegram) of your users — and actually talk to them.
✅ Track how many users are active, and what products they use.
Most VTU business owners don’t track anything.
They just:
- Run ads.
- Fund their API wallets
- Hope profit appears.
You should know:
- How many users registered this month?
- How many actually bought something?
- What’s your top-selling product?
- What is your customer lifetime value?
- How much does it cost to acquire a customer?
Without this data, you're operating blind.
It’s time to stop selling only cheap data — that era is fading fast.
Instead:
- Push Cable TV (DStv, GOtv, Startimes)
- Push Electricity Tokens
- Push Airtime To Cash, Exam Pins, Gift Cards, And Other Topups base on users request
- Bundle multiple products (e.g. “Get 2GB + 500 Naira TV bonus”)
Don’t just market "cheap data", market convenience, trust, and value.
Not everyone is ready to buy immediately.
Instead of shouting ads, start educating and building trust:
- Create helpful content about common customer problems (e.g. “How to Fix DStv Errors”)
- Use WhatsApp status to engage, not just sell and show your face more often, people want to know they can trust you
- Ask your users what they want more of — and give it to them
- Show social proof: “See how Sarah saves ₦1,500 every month on her bills with our platform.
The economy may be tough but people are still buying. You just need to reach them differently.
Why not:
- Build a small team of agents in your area
- Give them printed recharge codes or offline methods
- Use Topupmate’s platform to track sales, commissions, and performance
This is how Moniepoint, Opay, and others scaled — through field marketers and agents, not just Facebook ads.
You can build your own agent network, and Topupmate will be here to support you.
Yes, things are tough. Yes, the old model is fading.
But this is also a chance to rebuild something better.
At Topupmate, we’re committed to building the infrastructure and tools you need to:
- Survive this tough economy
- Rebuild your telecom business
- And create something even stronger than before
Please take 2 minutes to fill out this quick survey:
Your input will help us design better tools, resources, and support for your business.
Let’s survive and grow — together.
The Topupmate Team