Business Daily (BBC World Service)

Episode: The cost of calling home

Date: March 18, 2026
Host: Matthew Kenyon

Overview

This episode of Business Daily examines the financial, technological, and emotional challenges of staying in touch with loved ones across continents, particularly for migrants and expats whose families lack reliable Internet connections. The discussion focuses on innovations in international calling—specifically, apps designed to bridge the divide between online and offline communications. Industry entrepreneurs and end-users from Africa and Europe explore the real-world needs, business models, and enduring significance of affordable global connection.

Key Discussion Points & Insights

1. The Personal Importance of Staying Connected

• Emotional Value: Expats and migrants strongly value regular contact with family and friends.
  • "Being able to touch base with my parents, with my siblings, with my close friends meant everything to me." —Kalkidan Mulugeta [01:26; 17:23]
• Cost & Barriers: Connecting can be both difficult and expensive, especially when the recipient lacks Internet access or uses only basic phones.

2. The Market for Affordable International Calling

• Milking Cow for Telcos: Traditional international calls remain a major revenue stream for telecom companies, motivating the proliferation of alternative apps to cut costs.
  • "At the end of the day, international calling is for telcos, a milking cow." —Hans Osnebrucher [01:44]
• Innovation in Communication Apps:
  • Services bridge Internet-to-voice calls, letting users reach landlines and simple mobiles, not just smartphones.

3. Focus on African Expats and Diaspora Needs

• Unique Integration Challenges:
  • "Integration is a huge challenge. All cultures face that problem, but we are very aware of the ones faced by Africans..." —Olusei Akini Boson [02:03]
• Localized Solutions: Apps like Froggy Talk and Talk360 specifically address African diaspora networks.

3.1 Froggy Talk: A Founder’s Perspective

• Motivation: Developed out of difficulties calling family without reliable data lines [03:13].
• App Function: Initiates calls over the Internet to reach any phone number, bypassing costly roaming [03:28].
• Cultural Targeting:
  • Service is tailored by local language and culture, not just geography.
  • "We approach them specifically by their culture... from curating the app to be available in the local languages..." —Olusei Akini Boson [07:06]
• Integration Vision: Building an AI-driven hand-holding experience to help newcomers integrate into new societies [07:06–08:10].
• Business Model:
  • Pay-as-you-go; users fund virtual wallets.
  • Future revenue: subscriptions and service provider partnerships [08:43].
• Market Expansion:
  • Initial demand strong in places like Libya despite poor infrastructure [09:21].

3.2 Talk360: Technical & Payment Solutions

• Simplified Credit Access:
  • Users can purchase calling credit through street vendors, kiosks, or ATMs—mirroring how they buy everyday mobile minutes [06:23], supporting local payment methods.
• Quality & Affordability:
  • Focus first on call quality, then price. Even with 80% savings over telcos, costs can still be significant on low incomes [03:55–06:08].
• Wholesaler Partnerships:
  • Dynamically select the best routing per call for optimal quality.
• Local Payment Integration:
  • Via services like M-Pesa, Fari, and ATM vouchers across Africa.

4. Internet Access: Progress and Persistent Gaps

• Will Everyone Be Online Soon?
  • "For Africa in 2030, half of the continent will have mobile Internet… but there’s still 750 million who don’t have that.” —Hans Osnebrucher [12:12]
• Digital Inequality: Access does not guarantee always-on or high-quality connectivity. Feature phones and landlines are still dominant for millions.
• Government Shutdowns:
  • Political events can result in mass Internet blackouts, which create surges in demand for alternative calling services as families scramble to check in with loved ones [13:30]:
    • “As soon as within a country, the Internet gets shut down...we immediately see then spikes from all over the world, people registering trying to call that country.” —Hans Osnebrucher [13:30]

5. User Experience: Ethiopia’s Perspective

• Evolution of Communication:
  • From calling cards to online top-ups, shifting communications preferences are shaped by tech access and literacy [15:10–16:26].
  • “I remember I used to buy a $5 calling card and it would last 37 minutes...right at the one minute mark, it would give you a double tone, beep beep, saying that like, the time is almost over…” —Kalkidan Mulugeta [17:23]
• Digital Divide:
  • Even among those with smartphones, digital literacy and comfort with apps influence calling habits.

Notable Quotes & Memorable Moments

• On cultural connection:
  • “I know that getting into a new society, a new flow of things, away from your family and friends...does have a negative number on your well-being.” —Olusei Akini Boson [07:06]
• On market realities:
  • "A call is expensive. With us you save 80%, but it's still expensive. So that's painful if you have a very limited income." —Hans Osnebrucher [05:19]
• On choosing the name "Froggy Talk":
  • "When one frog croaks, it doesn't croak alone. The others answer...Froggy Talk. Because then one frog croaks, the community responds and then it goes on and on." —Olusei Akini Boson [19:22]

Important Timestamps & Segments

• 01:26–01:35: The personal impact of staying connected (Kalkidan Mulugeta)
• 03:13–03:28: Froggy Talk’s origin and mission (Olusei Akini Boson)
• 03:55–06:41: Hans Osnebrucher explains Talk360’s model, currency support, and credit purchase
• 07:06–08:43: Froggy Talk’s approach to integration and future monetization plans
• 12:09–13:23: Will all international calls soon be obsolete with global Internet access? (Hans Osnebrucher)
• 13:30–14:18: Internet shutdowns and surges in demand for alternative call paths
• 15:10–17:23: Ethiopia’s context: Kalkidan Mulugeta on the cost, logistics, and emotional stakes of calling home
• 19:22–19:38: The story behind the name “Froggy Talk” (Olusei Akini Boson)

Closing Insights

Despite sweeping technological change and expanding digital networks, a vast global population—especially among the African diaspora—still relies on affordable ways to reach those without Internet. Apps like Froggy Talk and Talk360 aren't just about call savings: they're bridges for community, emotional support, and even social integration. As connectivity evolves, so too will the creative solutions keeping families together across global divides.