Albanians say no to SMS! - AKEP: They want more internet. Is the market offering fair prices for packages?
An average Albanian consumed about 10.41 GB of Internet, 129 outgoing minutes and 11 SMS during the third quarter of 2025.
According to the latest data from the Electronic and Postal Communications Authority (AKEP), compared to the third quarter of 2024, average internet consumption marked the largest increase by 21.2%, calls increased less, while average SMS consumption was the only one to decline by 4%.
So, the trend continues to be the same. We want more internet and minutes, but less SMS. WhatsApp messaging has significantly reduced the use of SMS.
The ratio between supply and demand for mobile services in Albania is more skewed than straight. In conditions where companies have to offer services for which citizens have more demand and need, and in this case packages with less SMS and more internet, the situation is different.
A few years ago, when the number of mobile companies was greater and not just two as it is today, package prices were several times cheaper and often contained more GB and minutes.
With the departure of one operator from the market and the absorption of another by an operator currently active in the market, the two remaining companies are offering packages that often do not include the mobile services that citizens need most. This means fewer internet units or minutes and prices many times higher than before.
In September last year, the Competition Authority opened a preliminary investigation into the retail mobile services market, which includes the companies Vodafone Albania SHA and One Albania SHA, for the period January 1, 2022 - July 25, 2025.
This investigation aims to protect the interests of Albanian consumers, by guaranteeing a free and competitive market, where every citizen and business has the opportunity to choose the service that suits them best, with quality and fair prices.
At that time, the Competition Authority called on all mobile service users to share their complaints regarding this market.
If there was a secret agreement between operators to fix prices, this will be revealed after the Competition Authority's investigation is completed.
Only then will it be understood whether this skewed ratio between what citizens demand and what companies offer, accompanied by high prices, is due to abusive practices or due to the investments that companies are actually making to improve their networks, to cover the costs of which they are raising prices.
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