Do not charge/use minutes for incoming calls. The charge on incoming calls is a disincentive to call people at all, as they now have your number and can call you. Giving out your mobile phone number to a third party effectively costs money - so you don't do it. All in all it drives people to use their mobile phones for texting and very little else. Removing the incoming costs not only incentivises people to give their numbers out to each other, but also to use their minutes between friends more freely, probably resulting in increased use. In most countries of the world charges for incoming calls are a thing of the fairly distant past. Koodo is already ahead of the game with pre-paid add-ons that don't expire, being the first company in Canada to do away with this nonsensical approach of charging call recipients will put the company at the head of what will become an inevitable trend.