In the latest development in the mobile sector  since Zain reduced their charges, Yu has followed suit and dropped their charges to Ksh 0.05 (US$0.000625) per second for calls and Ksh 0.5 (US$0.0625) for SMS within the Yu network. This brings their per minute charges to Ksh 3 (US$0.0375) similar to Zain. the move follows reviewing of interconnection rates by the Communications Commission of Kenya that saw networks charging each other Ksh 2.21 (US$0.0276) down from Ksh 4.42 (US$0.05) for calls terminating in their networks from other networks. Announcing the reduction, Atul Chaturverdi, Essar Telekom's country manager said “Our strategy is to be the best value provider for telecom services in Kenya and we stand by it. The lowering of interconnect charges by the CCK is a welcome move and we have made the decision to pass this benefit to our subscribers by lowering our calling and short message service (SMS) charges”. He termed the rates as " better than the best that this market has offered”.

Yu also re-announced that the network allows subscribers to call 5 friends or family at only 2 cents per second (Ksh. 1.2 per minute). Subscribers could access the service by dialing  *323# to subscribe. 
Yu customers also enjoy data bundles of unlimited daily and monthly offers at Kshs 99 (US$1.23) and Ksh 999 (US$12.48) respectively with the Yu modem priced at Ksh 1799 (US$22.48)  only. However, the Yu data network has had several issues with speeds and accessibility, though Yu has advised subscribers experiencing difficulties to contact the network. 

Yu's majority shareholders are Essar Telekom while Zain's majority shareholders are Airtel. Safaricom, the dominant operator which has been coming under increasing heat  has Vodafone and the Kenyan government as majority shareholders. Telkom Orange is the incumbent and is jointly owned by the Kenyan Government and France Telekom.

Airtel and Essar also have large operations in India where Bharti Airtel commands 29.74 per cent  of the Indian market with 139, 220, 882 subscribers. Essar jointly operates with Vodafone in India as Vodafone Essar with 23.81 per cent of the market share with 111,465,260 subscribers. Vodafone Essar has previously operated as "MAX TOUCH",ORANGE and "Hutch" since it was founded there in 1994.