Telecom companies are preparing for a fourth round of tariff hikes, potentially resulting in a 25% increase in mobile recharge costs. This move is attributed to heightened competition, the need to boost profitability after significant 5G investments, and ongoing government support. The impact will be felt by both urban and rural consumers, with urban customers experiencing a rise in telecom expenditure from 3.2% to 3.6% and rural customers facing an increase from 5.2% to 5.9%.