Circles.Life draws mixed reactions online as it hikes platform fee

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Singapore digital telco Circles.Life has doubled its platform fee, increasing it from 30 cents to 70 cents.

According to Circles.Life's website, the platform fee increase supports new features and services designed to give users more "everyday value". This includes enhanced access to more CirclesAI tools, new cashback rewards through Circles Zerofy, and an upcoming virtual cashback card for online and overseas spending.

The website stated that Circles.Life will "continuously invest in improving platform performance, security, and new digital features to enhance overall experience."

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As to whether the platform fee will increase in the future, Circles.Life said "As a fully self-developed, locally built platform, these investments help us bring you meaningful enhancements over time. If any changes are considered in the future, we will always communicate them in advance. Transparency and clear communication remain our priority."

The platform fee applies to all customers and is included in their bill. It cannot be waived as it is "an important part of ensuring the continued enhancement of our services," stated the telco on its website.

Circles.Life has declined to comment.

The fee adjustment has garnered mixed public sentiments across social media platforms. Before the platform fee update, Circles.Life sentiment was strongly positive (71.4% positive vs 14.3% negative), driven by user-led themes around value, flexibility, and ease of use, according to media intelligence firm CARMA.

Before the fee adjustment, the telco's word cloud included words such as 'reliable', 'generous', 'everyday' and 'simple' among others.

Analysis by media intelligence firm Truescope revealed that conversations regarding the fee adjustment included enquiries into the operational necessity of AI integration and observations regarding the pricing structures of other telecommunication providers.

In addition, forum discussions provided evidence of customer skeptism about the company's strategic direction, suggesting that the fee increase might accelerate customer doubt rather than enhance value perception, said Truescope. Questions about transparency and future fee increases also emerged as a theme in online conversations, querying whether customers could expect additional hikes.

Post-update, Circles.Life's sentiment shifted sharply to neutral (10% positive, 0% negative). This signals not a backlash, but reduced advocacy. "It seems the update did not provoke widespread criticism but dampened goodwill. The conversations suggest that users showcased scrutiny instead of hostility," said CARMA.

Meanwhile, positive feedback primarily reflected the company's messaging, centering on value justification through new features and services, stated Truescope. It's word cloud now includes words such as 'digital platform', 'AI tools' and 'rewarding services'.

The platform fee adjustment comes amid Circles.Life’s continued advocacy on regulatory matters in Singapore’s telecom market. In November last year, the telco submitted formal feedback to the Infocomm Media Development Authority (IMDA) regarding the proposed merger between M1 and Simba Telecom, cautioning that the deal could harm consumers if proper safeguards are not enforced.

As Singapore’s largest mobile virtual network operator (MVNO), Circles.Life highlighted the merged entity’s potential market power, noting it would control 77% of the wholesale market and hold more than 38% of the postpaid retail market. Drawing on its operational experience under Singapore’s MVNO wholesale access framework, the company urged IMDA to preserve competition and ensure fair wholesale access, stressing that adequate protections are essential to safeguarding consumer choice and maintaining an open telecom ecosystem.

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