PURA sets mobile data at D75 per gigabyte in latest telecom pricing decision

The Public Utilities Regulatory Authority (PURA) has announced a new upper limit for mobile data pricing at D75 per gigabyte, a move aimed at improving affordability and maintaining fair competition in The Gambia’s telecommunications market. The revised pricing framework takes effect on 1 January 2026.

The announcement follows months of public concern over high data tariffs, including protests by consumer advocacy groups such as GALA. PURA said the decision concludes a careful regulatory process designed to balance consumer protection, market stability, and investment incentives for operators.

Why PURA acted

PURA explained that earlier discussions on price controls, including the introduction of a temporary price floor, arose during a period of market distortions. According to the Authority, aggressive tariff undercutting at the time was not driven by efficiency or innovation, but by pricing tactics that risked degrading service quality, undermining long-term investment, and harming consumer welfare.

The temporary price floor was introduced as a stabilisation measure while deeper analysis and consultations were carried out. PURA emphasized it was lawful, proportionate, and never intended to be permanent. Throughout the process, the Authority considered strong public feedback on affordability and access and conducted consultations with operators, consumer groups, and relevant institutions.

Key decisions and consumer impacts

• Mobile data price ceiling set at D75 per gigabyte.
• Maximum rate of D2.40 per minute for on-net voice calls (inclusive of termination charges).
• Off-net voice call pricing set as the on-net price plus the applicable termination rate.
• Interconnection termination rate fixed at D0.40 effective 1 January 2026, with an annual reduction of D0.10 thereafter until it reaches zero.
• Operators shall not charge tariffs below their actual cost of operations.
• For the first time in The Gambia, unused mobile data will roll over when a consumer resubscribes within 30 days.

PURA stated that these determinations are technically sound, legally defensible, and commercially realistic. The Authority underscored that the measures are not intended to shield inefficiency or enable unsustainable pricing practices; rather, they aim to safeguard consumers while supporting a level playing field for all operators.

What consumers can expect

From 1 January 2026, consumers should see clearer, more predictable data and voice pricing. The D75 per GB ceiling is intended to bring down costs where tariffs currently exceed that threshold, while the new rules on voice calls provide transparency between on-net and off-net charges. The introduction of data rollover offers added value and flexibility—unused data will no longer be lost if users renew within a 30-day window.

Over time, the scheduled reductions in the interconnection termination rate are expected to promote more competitive offerings across networks, potentially narrowing the gap between on-net and off-net calling costs and encouraging broader consumer choice.

Industry implications

By prohibiting tariffs below actual cost, PURA seeks to avoid destructive pricing that could compromise service quality or deter long-term investment. The Authority emphasized that the new framework follows extensive stakeholder engagement and evidence-based analysis, with the aim of ensuring market order, protecting consumers, and fostering sustainable competition.

Next steps

Operators are expected to align their tariffs and packages with the new ceilings and cost-based requirements ahead of the effective date. PURA indicated it will continue to monitor compliance and market outcomes, and to engage with industry and consumer representatives as the framework is implemented.

Overall, the decision marks a significant reset of telecommunication pricing policy in The Gambia, combining immediate consumer protections with a phased approach to structural costs that influence retail prices.