Glo turns airtime lending into customer retention strategy with new borrowing features
Globacom is expanding its airtime lending service beyond emergency credit in a move aimed at strengthening customer loyalty and keeping millions of prepaid subscribers active on its network, as competition among Nigeria’s mobile operators increasingly shifts from attracting new users to retaining existing ones.
Globacom is expanding its airtime lending service beyond emergency credit in a move aimed at strengthening customer loyalty and keeping millions of prepaid subscribers active on its network, as competition among Nigeria’s mobile operators increasingly shifts from attracting new users to retaining existing ones.
The telecommunications company said it has upgraded its “Borrow Me Credit” platform by simplifying eligibility requirements and introducing new features that allow subscribers to borrow special data bundles as well as airtime or data for other users. The changes are designed to ensure customers remain connected even when they run out of airtime or are unable to recharge immediately.
The development signals a broader shift in how telecom operators are using value-added services to deepen customer engagement. With Nigeria’s mobile market approaching maturity, operators are increasingly relying on digital services, customer rewards and flexible credit offerings to encourage subscribers to remain active on their networks.
Globacom said the revamped service enables millions of eligible prepaid customers to access instant airtime and data whenever they need it. While the facility attracts a service charge, the company said its primary objective is to provide timely support during situations where customers have insufficient balance.
A key addition is the ability for subscribers to borrow airtime or data for family members and friends. The company said the feature is intended to strengthen connectivity among users by allowing customers to assist loved ones who may be temporarily unable to recharge.
The new platform also introduces “Borrow Special Data,” expanding the service beyond traditional airtime credit to reflect the growing importance of internet connectivity for work, education and everyday communication.
Globacom said the enhanced service is particularly useful in emergency situations, enabling customers to make urgent business calls, carry out late-night academic research or stay in touch with relatives during critical moments without interruption.
To accommodate different customer needs, the company said borrowing options range from as little as N25 to as much as N4,000 in airtime and data packages.
Rather than offering a fixed borrowing limit, Globacom said customers’ eligibility will depend on their usage profile and level of activity on the network. Subscribers who use Glo services more frequently will qualify for higher borrowing limits, creating an incentive for continued engagement while supporting the sustainability of the service.
The approach effectively links customer loyalty with access to higher digital credit, rewarding active users with greater flexibility whenever they experience temporary cash constraints.
Globacom urged eligible prepaid subscribers to access the service by dialing *303# and selecting their preferred airtime or data option. Customers can also visit the company’s website for information on eligibility requirements, borrowing limits and applicable service charges.
