In a strategic pivot that reflects the changing habits of South African telecoms users, Telkom has unveiled a new approach to voice services under its “Data talks” campaign, effectively folding traditional calling into broader, data-led packages rather than offering it as a separate, metered service. The move marks a significant departure from the legacy model of siloed voice and data offerings and signals Telkom’s intent to align its product architecture with the way customers increasingly use their mobile devices.
The company said the decision was driven by insights into prepaid customer behaviour, revealing that users who frequently top up in small denominations prefer simple, predictable combinations of data and voice. Telkom’s Consumer Chief Executive Lunga Siyo explained that treating voice and data as separate products creates friction and confusion, particularly for budget-conscious consumers who find it difficult to manage multiple balances and expiry dates. “Our customers want simplicity,” Siyo said. “They want to know exactly what they’re getting and how long it will last. By integrating voice into data bundles, we are removing that complexity.”
The shift is underpinned by stark industry data from the Independent Communications Authority of South Africa (ICASA), which showed that prepaid data revenue grew by 7.7% in 2025, while voice revenue fell by 7.6% and traditional SMS messaging plummeted by 49.2%. The decline reflects the relentless migration of consumers to over-the-top platforms such as WhatsApp, Telegram, and Facebook Messenger, which offer free voice and messaging services over data connections.
Telkom’s new bundles are expected to appeal to the growing cohort of digital-first consumers, but the company faces stiff competition from rival operators who have already begun pivoting toward similar models. As the telecoms landscape continues to evolve, Telkom’s “Data talks” campaign represents a necessary adaptation—one that acknowledges that in the modern era, communication is not about voice or data, but about connectivity in all its forms. Whether the market rewards this shift will be determined in the months ahead, as customers vote with their airtime.
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