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Africell Obtain Advertising Space at Times Square in New York


Africell Sierra Leone has become the first company from the West African country to secure an advertising space at the iconic Times Square in New York City.

The Telecommunications company unveiled the news during the 80th session of the United Nations Geeneral Assembly (UNGA), depicting the company’s growing presence in not only the telecommunications realm but other domains. The move has also positioned Africell as a national brand ambassador spotlighting Sierra Leone to the world.

The campaign coincided with the Sierra Leone Innovation Showcase, an event organised by the Ministry of Communication, Technology and Innovation on September 26, 2025. The showcase brought together ministers, development partners, investors, and private sector leaders to discuss strategies for building resilient digital ecosystems capable of driving sustainable development.



Delivering opening remarks, Nicky Spencer-Coker, spokesperson for the Permanent Mission of Sierra Leone to the UN, affirmed the government’s commitment to innovation as a driver for national growth. The event also featured the launch of the Sierra Leone Innovation Investment Fund (SLIIF) by Minister Salima Bah, who described the initiative as a bold tool to support startups and position Sierra Leone within the global digital economy.

Africell’s Chief Executive Officer, Shadi Al-Gerjawi, was a featured voice in the high-level panel, “The Role of the Private Sector in Building a Digital Future.” Speaking alongside leading innovators such as Oswald Osaretin Guobadia of DigitA and Mathias Esmann of AI Education, Al-Gerjawi stressed Africell’s role as more than a service provider. “Africell is not just a telecommunications company—we are a trusted partner in development,” he said. “Our mission is to empower youth, connect communities, and mentor innovators who will drive Sierra Leone’s future.”

The discussions extended beyond telecommunications, with a second panel addressing “Driving Sustainable Development through Digital Transformation.” The session featured several senior government officials, including Attorney-General and Minister of Justice Alpha Sesay, Minister of Education Conrad Sackey, Minister of Information Chernoh Bah, Minister of Youth Affairs Ibrahim Sannoh, Minister of Technical and Higher Education Dr. Haja Ramatulai Wurie, and Minister of Communications Salima Bah. The keynote address was delivered by Chief Minister Dr. David Sengeh, who outlined the government’s vision for inclusive digital transformation anchored in human capital development.

Africell also extended its impact beyond the policy space by hosting a vibrant cultural reception at the Times Square Garden, bringing together Sierra Leoneans in the diaspora and international partners. The First Lady of Sierra Leone, Fatima Maada Bio, graced the occasion with remarks that highlighted the company’s contribution to both community and nation branding.

“I was delighted to join Africell’s cultural evening in New York,” the First Lady said. “It was not just a celebration of our culture but a reminder of the importance of unity and collaboration. Africell continues to play a vital role in projecting Sierra Leone’s image and uplifting our people through innovation and social investment.”

Since entering the Sierra Leonean market in 2005, Africell has grown into one of the country’s most trusted telecom operator, serving millions with affordable mobile, internet, and financial services. Beyond technology, the company has invested in education, entertainment, and environmental programs, employing over 350 skilled staff while setting industry benchmarks in service delivery.

The Times Square campaign and Africell’s prominent role at UNGA represent more than corporate milestones, experts believe that this symbolises Sierra Leone’s determination to embrace digital transformation and present itself as an emerging hub of innovation in Africa.



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Africell Sierra Leone Launches Easy SIM Update with National Identification Number (NIN) |


Africell Sierra Leone is making it simpler than ever for customers to update their SIM cards with their National Identification Number (NIN).

With just a few quick steps, subscribers can now complete the process themselves from the comfort of their phones.

To update, customers simply need to dial *999# and follow the on screen instructions. After entering their NIN, they only need to provide their year of birth.



For those who prefer in person assistance, Africell’s POS shops across the country are ready to help customers update their SIMs hassle free.

Mr. Abdul Kamara, Africell’s Customer Experience Manager, stated, “We are committed to providing our customers with easy, secure, and convenient ways to stay connected while complying with national regulations. This SIM update process empowers our subscribers to take control and update their details at their convenience.”

Africell reminds those without a NIN to visit the National Civil Registration Authority (NCRA) office to obtain their National Identification Card.

A spokesperson from NCRA added, “Obtaining your National Identification Card is essential for accessing various services, including SIM registration. We encourage all Sierra Leoneans to register promptly.”

This initiative is part of Africell’s commitment to ensuring seamless connectivity and compliance with national regulations.



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Africell Sierra Leone Launches Easy SIM Update with National Identification Number (NIN)


Africell Sierra Leone is making it simpler than ever for customers to update their SIM cards with their National Identification Number (NIN).

With just a few quick steps, subscribers can now complete the process themselves from the comfort of their phones.

To update, customers simply need to dial *999# and follow the on screen instructions. After entering their NIN, they only need to provide their year of birth.



For those who prefer in person assistance, Africell’s POS shops across the country are ready to help customers update their SIMs hassle free.

Mr. Abdul Kamara, Africell’s Customer Experience Manager, stated, “We are committed to providing our customers with easy, secure, and convenient ways to stay connected while complying with national regulations. This SIM update process empowers our subscribers to take control and update their details at their convenience.”

Africell reminds those without a NIN to visit the National Civil Registration Authority (NCRA) office to obtain their National Identification Card.

A spokesperson from NCRA added, “Obtaining your National Identification Card is essential for accessing various services, including SIM registration. We encourage all Sierra Leoneans to register promptly.”

This initiative is part of Africell’s commitment to ensuring seamless connectivity and compliance with national regulations.



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Africell Drives Digital Inclusion at 2025 Sierra Leone Innovates Summit


Africell Sierra Leone has once again positioned itself at the forefront of the nation’s digital revolution, playing a leading role in the 2025 Sierra Leone Innovates Digital Government Summit held in Freetown.

Organized by the Ministry of Communication, Technology, and Innovation (MoCTI), the high-level summit brought together government officials, private sector stakeholders, youth innovators, and international partners to explore pathways for a smarter, more inclusive digital future.

Africell, one of the summit’s main sponsors, was not just a financial partner but an active contributor to its vision and success. The company’s Chief Operating Officer, Malek El Koussa, praised the event’s organization and the government’s commitment to pushing the digital agenda.



“This year’s summit has truly raised the bar,” El Koussa stated. “We are proud to be a part of this moment where the President’s directives have clearly defined the digital vision of Sierra Leone. It’s now our shared responsibility both public institutions and private enterprises to align with that vision and deliver innovation that touches real lives.”

At its vibrant exhibition booth, Africell showcased a suite of advanced technologies, many of which are aimed at bridging the digital divide across Sierra Leone. Among the highlights was the introduction of AI EVA, a voice-powered artificial intelligence service capable of responding to verbal queries in local languages ideal for users without smartphones or internet access. Tailored for farmers, traders, students, and underserved populations, AI EVA supports digital inclusion in rural and low-literacy communities.

Africell also exhibit its AfriGBT, a localized version of the popular ChatGPT model, adapted to work offline and on basic devices. Both tools are designed to democratize access to knowledge and education through artificial intelligence.

“We believe that the future belongs to the youth and to the dreamers,” El Koussa added. “Platforms like this summit give them the opportunity to see how technology can truly shape their destiny.”

Beyond AI, Africell spotlighted its technological infrastructure, including 5G routers, Samsung smart devices, and its increasingly popular Star Fiber home internet bundles. The company is also the authorized distributor for Samsung in Sierra Leone, making high-quality devices more accessible to Sierra Leoneans.

In the financial sector, Africell demonstrated the capabilities of its Afrimoney platform, now offering seamless international remittance services. With digital finance becoming an integral part of daily life, Africell is expanding services to remote and unbanked communities, strengthening its position as a leader in financial technology.

In a strong message to Sierra Leone’s youth and broader public, El Koussa emphasized the urgency of adapting to technological change.

“Change is inevitable. We once moved from analog phones to smartphones now we are moving from manual to digital systems,” he said. “If you resist technology, it will leave you behind. If you embrace it, it will uplift you.”

The summit highlighted the vital role that private sector companies like Africell play in achieving the government’s national digital transformation goals. With President Julius Maada Bio’s administration pushing for innovation-driven governance, Africell’s contributions reaffirm its position as not just a telecom provider but a true partner in progress.



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Africell Offers 3-Bedroom House in New Jubilee Jombo Promotion


Africell Sierra Leone, in a partnership with Taf Salone, officially launched the highly anticipated Jubilee Jombo Promotion on Wednesday, April 23, 2025.

The event, held at the Taf Salone Micro City in Tokeh, marked a celebratory union of two companies dedicated to transforming lives through innovation, connectivity, and development.

The centerpiece of the promotion is a game-changing reward: one lucky subscriber will win a fully furnished 3-bedroom flat, symbolizing the campaign’s theme of turning loyalty into life-altering opportunity.



In addition to the ultimate grand prize, the promotion also offers a series of exciting daily and weekly prizes including cash, smart phones, mini-generators, and motorcycles (okadas).

To enter, subscribers must simply recharge their phones with a minimum of NLe 25. And for those using Afrimoney the stakes are even higher, recharging via Afrimoney using the *161# code doubles the chances of winning.

Speaking at the launch, Africell Sierra Leone CEO Shadi Gerjawi highlighted the significance of the campaign in relation to Africell’s 20th anniversary in Sierra Leone and 25 years across Africa.

“This is not just the unveiling of a campaign. It is a celebration of history, resilience, and meaningful service,” the CEO said. “We asked ourselves how to say thank you in a way that’s both memorable and meaningful. Jubilee Jombo is our answer, an expression of appreciation to every teacher, trader, student, nurse, and everyday Sierra Leonean who has been with us on this journey.”

He underscored Africell’s mission to offer more than just telecommunications, calling the company a “development partner” dedicated to real impact. Gerjawi reaffirmed the company’s commitment to transparency, stating all draws would be conducted live, with winners announced on radio, television, and social media.

Anita Sey, the General Manager of Taf Salone, expressed optimism about the partnership and its potential to change lives.

“This collaboration is about more than business,” she said. “It’s about empowering people with the hope of owning a home. Taf Salone is on a mission to build one million homes across Africa, and this partnership with Africell aligns perfectly with that goal.”

She emphasized that the Jubilee Jombo promotion brings together two powerful ideas: connectivity and home ownership. “Together, we’re creating spaces where individuals can thrive, and Africell helps connect those dreams to reality.”

Martinson Obeng-Agyei, CEO of Afrimoney, took the opportunity to reflect on the evolution of basic human needs in the digital era. He explained that in addition to food, clothing, and shelter, connectivity has now become a crucial pillar of daily life.

“The internet is no longer a luxury—it’s a necessity for education, communication, and commerce,” he said. “By using Afrimoney to recharge, subscribers not only enhance their financial freedom, but they also stand a chance to become landlords. It’s a win-win.”

Obeng-Agyei encouraged participants to take full advantage of the promotion by using Afrimoney for airtime purchases, highlighting how digital tools are helping redefine access and opportunity across Sierra Leone.

The Jubilee Jombo draws will air every weekday, Monday to Friday at 6:30 PM on AYV TV, AfriRadio 105.3 FM, the Africell Facebook page, and several major radio stations across the country.

This major promotion comes as both Africell and Taf Salone celebrate significant milestones. Africell’s 25 years of operations in Africa and Taf Africa Global’s 35-year legacy on the continent.

The Jubilee Jombo campaign reflects a shared commitment to gratitude, growth, and the continued upliftment of Sierra Leonean communities.



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Africell Launches 5G Network in Sierra Leone


Africell, Sierra Leone’s premier mobile network provider, unveiled its advanced 5G network on Thursday, October 26, 2023. The event, which attracted high-ranking government representatives, industry leaders, and media personnel, was held at the Sea View Lounge, New City Hall, Freetown.

Prominent figures present included Chief Minister, Dr. David Moinina Sengeh, Ministers Chernor Bah and Hon. Salima Bah, Ambassador Joe Blell, Chairman of the NatCa Board, and Mr. Amara Brewah, Director-General of the National Telecommunications Authority (NaTCA).

Shadi Gerjawi, Africell’s CEO, shared the company’s transformative journey from its 2G roots through its 4G era, and now to the groundbreaking 5G technology. He emphasized that 5G, being 100 times faster than 4G, plays a pivotal role in closing the digital gap, thereby enhancing lives.



As part of the event, Africell also showcased a new multi-functional mobile application, accessible via a QR code. The app provides various services, ranging from bill payments for utilities and services like EDSA, WAEC, DSTV, and Mercury, to facilitating financial transactions and complimentary SMS services for users.

Reiterating Africell’s broader vision, Gerjawi said, “Africell’s mission goes beyond being a telecommunications provider; it demonstrates our commitment to being a responsible corporate citizen.” He lauded Africell’s ongoing efforts in sectors like education, health, and youth empowerment.

He also extended heartfelt gratitude to the Sierra Leonean government, especially to Minister Salima Bah, Ambassador Joe Blell, and Director-General Amara Brewah for their unwavering faith in Africell’s mission.

In his remarks, NaTCA’s Director-General, Mr. Brewah, celebrated the arrival of 5G in the nation as a monumental step towards embracing a digitized future. He stressed the invaluable partnership between telecommunications giants and NaTCA, highlighting the anticipated advancements in internet quality, economic growth, education, healthcare, and governance.

Mr. Brewah also addressed the impending tariff hikes, reassuring that the enhanced quality of internet service would provide value proportionate to the costs.

Africell’s 5G network signifies Sierra Leone’s steadfast march towards a technologically advanced and interconnected tomorrow.



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Africell and Orange Announce Introduction of GST on all Money Transfer


Two of Sierra Leone’s major mobile networks Africell and Orange have announced the introduction of GST tax addition for any Money transfer done.

The mobile companies disclosed this in an SMS sent to some subscribers this week.

Mobile money is very popular in Sierra Leone especially in rural areas where access to banks are limited.



One Africell subscriber shared with Sierraloaded the notification which read, “Dear Customer, please note that in compliance with the new Finance Act, all Afrimoney fees will be updated to include GST. This will come into effect on the 15th of September 2023.”

That is, the new charges will take effect starting September 15.

This is a wake-up call to all mobile money users that the rate for any transfer will from September 15 include a GST that will add more to the normal transfer fee usually paid by users.

 



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