YuMobile has today reduced its call rate across all networks to KES 3 per minute, making it the mobile phone service provider with the lowest cross-network tariff in Kenya.

“This move is in response to customer feedback – the nature of our industry requires us to move quickly and efficiently, in order to stay relevant to our consumers,” YuMobile’s Country Manager, Madhur Taneja explained.

This tariff change comes a week after the firm launched it’s “Power in My Pocket” brand campaign that seeks to empower the consumer.  The new brand campaign was unveiled at the same time, and allowed a 25% bonus on airtime top-ups and also an SMS bundle, which saw subscribers enjoy free texts across all networks.

Madhur added that the company's campaign is all about putting power in people’s pockets. He said that this is demonstrated through the new tariff as well as free Yu to Yu calls.