Main points
- Vodafone believes that tariffs at the level of 400 hryvnias per month are justified due to the large amount of services provided, including unlimited voice and “Roaming like at home.”
- The company is forced to constantly invest over 33% of its revenues in network support and development, which explains the current level of tariffs.
A well-known mobile operator explained why mobile tariff prices are rising / Pexels
Vodafone believes that mobile communications in Ukraine are not too expensive – even when it comes to tariffs at the level of 400 hryvnias per month. They also note that Ukrainians often spend similar amounts on everyday things, such as coffee.
Vodafone tariffs are getting more expensive: is there a reason to complain about prices?
The company's CEO, Olga Ustinova, explained how the price is formed and why it is unlikely to be significantly lower, OBOZ writes.
The authorities understand responsibility and that it is critical for people. Let's look at the numbers: a tariff of 400 hryvnias per month is the price of three or four cups of coffee in Kyiv. For this money, we provide a lot of services for a whole month: an incredible amount of traffic, unlimited voice, the ability to use the “Roaming like at home” service abroad without additional fees,
– says Ustinova.
According to her, Vodafone's business really remains profitable. The margin level reaches about 50%. However, a significant part of these funds does not remain “net earnings”. More than a third – more than 33% – the company is forced to constantly invest in supporting and developing the network.
If we didn't earn from tariffs, we wouldn't be able to buy generators… We buy all base stations and equipment in dollars because there are no local suppliers. When the exchange rate or the cost of electricity increases, our costs skyrocket,
– explained Ustinova.
In fact, we are talking about constant costs for equipment, which depends on the exchange rate, as well as for energy supply – especially critical during power outages. The company also emphasizes that current tariffs are not just a desire to earn more, but the need to ensure stable communication, in particular during blackouts.
I don't think this price is so critical that people can't afford it, especially compared to the amount of services they get,
– says Ustinova.
Why are mobile tariffs increasing in Ukraine and what are the prices in Europe?
Market participants explain that this is not only a commercial decision, but also an issue of infrastructure stability in conditions of war and economic pressure. According to economist and telecom market expert Anatoly Amelin, Ukrainian mobile communications today demonstrate a quality that often exceeds the performance of European and even American operators.
Ukrainian mobile internet and communication are head and shoulders above European and even more so American! Seriously. In Berlin I caught 4G intermittently. In the city center! In Washington the speed sometimes made me nervously refresh the page,
– he notes.
At the same time, the price of mobile communications in Ukraine remains one of the lowest in the world. As of the beginning of 2026, the average cost of tariffs with a mobile Internet package of 20-40 GB is about 7-8.5 euros per month. For comparison: in Germany, similar services cost 30-40 euros, in France – about 20 euros, in Poland – 10-12 euros.
However, the low price also has a downside. Over the past two years, Ukrainian operators have been forced to invest significantly in the energy independence of the network and its restoration after shelling.
Mobile communication prices in different countries / Infographics from Anatoly Amelin's Facebook
What Ukrainian operators have built over the past two years has no analogues in the world. Nowhere. Not in any country(!): 100% of base stations – with batteries… at least 25% of stations in each region – with generators for 72 hours,
– explains Ameline.
What tariff does Vodafone offer for pensioners?
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Vodafone has launched a new offer for the older audience – a special tariff. The promotion is called “POVAGA”. The program started on April 16, 2026 and will last until May 31
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The subscription fee is 200 hryvnias per month and will not change for 12 months after connection. The new tariff is available to people aged 55 and over, and the operator checks compliance with this criterion during registration.