Zong faces backlash from Lahore users over surprise package rate hikes

2026-02-24 - 07:23

LAHORE – Zong, a leading telecom provider in Pakistan, is facing a wave of backlash from Lahore-based users over increasing package rates for what they claimed without prior notice. Customers said the sudden hike in rates during previous months has come as a surprise, adding that the rate increases have disrupted their monthly budgeting and cost expectations. A regular subscriber of Zong’s “Lahore Plus” weekly package has expressed concern over the persistent increase in its rates. Speaking to Pakistan Observer, the user shared that he initially subscribed to the package for Rs280 months ago, but as of February 2026, the cost has surged to Rs330. “I never received any official notification or alert about these price hikes. I only find out about the changes when I try to subscribe again,” he explained. Sharing a screenshot of his latest package activation, the subscriber noted that the package now offers 8 GB of data, 80 off-net minutes, and 2000 on-net minutes. He stated that he had paid Rs 320 for his previous package activation, and before that, it had been Rs 300. The user has called for greater transparency in pricing and more customer-centric policies from telecom companies like Zong, urging them to keep their subscribers better informed about such changes. Earlier, the Pakistan Telecommunication Authority (PTA) has directed all mobile operators to obtain explicit, prior consent from subscribers before activating any Value-Added Services. The authority issued a clarification to address recent concerns published on social media regarding mobile tariffs, service quality, and unauthorized deductions, and to reassure the public of its unwavering commitment to consumer protection. “To create a structured and fair tariff framework, PTA has notified the Mobile Tariff Regulations, 2025. Under these regulations, operators with Significant Market Power (SMP) are strictly required to obtain prior approval from PTA for any introduction or revision of tariffs. Other operators may determine their tariffs based on business considerations, but remain subject to PTA’s right to intervene if tariffs are found to be detrimental to consumer interests,” read the press release. While PTA acts as a guardian of consumer interests, it also recognizes that sustainable market conditions are necessary. It is important to note that Pakistan continues to have one of the lowest Average Revenue Per User (ARPU) and most affordable mobile data prices in the region. PTA is proactively working to enhance service quality. A key step in this direction is the upcoming spectrum auction planned for March 2026. This auction will require substantial investment from mobile operators to acquire new spectrum and deploy advanced network infrastructure. This will directly lead to measurable improvements in network quality, coverage, and data speeds for consumers across the country. PTA has asked consumers to regularly check and manage their active subscriptions through their respective mobile operator’s official application.