Airtel has quietly reduced the data allocations across all four Smarta prepaid bundles while keeping their prices unchanged.
| Plan | Old data | New data | Change | Other cuts |
|---|---|---|---|---|
| Smarta 300 (7 days) | 7GB | 3.5GB | -50% | SMS 500→250; on-net mins 100→50/day |
| Smarta 500 (7 days) | 14GB | 7GB | -50% | SMS 1,250→350; on-net mins 100→50/day |
| Smarta 1,000 (30 days) | 45GB | 22GB | -51% | All-net 400→300; on-net 3,000→700; SMS 2,000→1,000 |
| Smarta 1,500 (30 days) | 90GB | 32GB | -64% | All-net 900→700; on-net 3,000→1,000; SMS 5,000→1,000 |
The size of the cut increases with the size of the plan, and that is the key point. Smarta 300 and 500 lose half their data, while Smarta 1,000 loses slightly more than half.
Smarta 1,500, which is aimed at households and small offices that rely heavily on Airtel for connectivity, loses nearly two-thirds. Its data allowance falls from 90GB to 32GB, the biggest cut of all.
Airtel may have had an easier option: cut prices on entry-level data bundles, where customers can switch to Safaricom or Faiba at little cost.
Instead, it went after the plans used by its most loyal customers. That only makes sense if Airtel believes these users are tied to the network by more than price, whether it is Airtel Money cashback, the cost of setting up their household on another network, or simply habit.
The bet is that they will accept higher costs rather than leave.
| Effective price per GB | Movement |
|---|---|
| Airtel Smarta 1,000 | KES 22.22 → KES 45.45 (+105%) |
| Airtel Smarta 1,500 | KES 16.67 → KES 46.88 (+181%) |
| Safaricom Pata More (KES 1,000, 21.5 GB) | ≈ KES 46.51 per GB |
Airtel built Smarta’s reputation by offering data at a much lower price than Safaricom. That gap is now down to about one shilling per GB, making price less of a clear advantage.
Bundles bought before 18 August will keep their original data limits until they expire. This means the new pricing will take effect gradually rather than all at once.
The move from daily data bundles to a monthly plan is also a useful change. It is being introduced alongside the lower prices.
What Airtel Users Are Saying
As expected, Airtel users reacted immediately to the changes, and they were not impressed.
No response or reaction defends the change or suggests that the improved upfront data allocation makes up for the lost data. The reactions range from resignation to outright hostility, with some users even considering Safaricom and Faiba as alternatives.
While this is still anecdotal sentiment rather than the result of a formal survey, the consistency across independent posts and the level of engagement they are receiving suggest this is more than a series of isolated complaints.
What Is Airtel’s Endgame?
Airtel Africa’s group results have been strong enough that the data squeeze looks less like a company in trouble and more like one deciding it has spent enough on subsidized bundles to gain market share.
READ: Djibril Tobe: Profile on Airtel Kenya’s New MD Charged With Narrowing the Gap to Safaricom
Smarta’s data allowances had increased every year since launch. The KES 1,000 plan grew from 30 GB to 45 GB, while the KES 1,500 plan increased from 60 GB to 90 GB before the latest cuts.
That growth was unlikely to continue forever. At some point, Airtel had to put more focus on margins rather than using generous pricing to attract customers.
The bigger question is the timing. Airtel is reducing its data advantage just as Safaricom has increased its KES 1,000 bundle to 21.5 GB. That means Airtel’s pullback and Safaricom’s increase are happening at the same time, making the gap between the two operators smaller.
READ: Airtel Loses Tariff Fight as CAK Clears Safaricom’s 10-Cent Pricing War
The key question is whether Airtel Money cashback, network coverage and the difficulty of switching providers will be enough to keep customers despite the smaller data advantage. The next few billing cycles should give a clearer answer than this week’s announcement.
