A specialised mobile offering designed for women micro-entrepreneurs in Ghana has already surpassed its long-term target, according to new details released by MTN Ghana and the GSMA.
Research by the GSMA shows that women micro-entrepreneurs in Ghana remain less likely than their male counterparts to use mobile phones for business, even though nearly all own a basic handset for personal use.
Women are 14% less likely to use mobile phones for business activities and 17% less likely to apply them across three or more business use cases. Key barriers include the cost of mobile data and services, limited awareness of how phones can support business growth, low digital skills and confidence, and restricted access to internet-enabled devices.
In response, MTN Ghana launched Adwumapa in April 2025. The offering focuses on affordable connectivity and unlocks additional business tools and services after three months of consistent use.
Customers can access heavily discounted weekly and monthly airtime bundles covering voice, data and SMS via the short code *5060# or the MyMTN app. Benefits include 150MB of bonus data with every purchase, free MTN-to-MTN calls on Mondays, and dedicated social media data for platforms such as WhatsApp, Facebook, Instagram and TikTok.
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After three consecutive months of purchases with a minimum cumulative spend of GHS 150 (about US$14), subscribers unlock further support. This includes insurance cover for life and business risks such as fire and losses, valued up to GHS 8,250 (around US$720).
Other options feature discounted SME tools, including a bulk SMS business messenger and the MTN Yello Biz package — which provides a 4G+ internet router, bonus data, a custom website subscription, a Microsoft 365 licence and fixed voice service — available at a subsidised rate of GHS 1,181 (about US$102).
Free access to MTN’s Doctor-on-Call service, launched in December 2025, also allows women to consult licensed doctors, with follow-ups shared via WhatsApp.
The programme further offers in-person SME clinics, online webinars led by female business experts, and priority access to networking and market events such as MTN Fairs.
Originally aiming to reach 20,000 women by 2028, Adwumapa had attracted more than 54,000 female subscribers by May 2026, exceeding its target within the first year.
The GSMA supported the initiative by sharing consumer insights and practical recommendations that shaped the product design, proposition and marketing approach to better resonate with women micro-entrepreneurs.
