It is strange to read an article from a financial institution that in discussing the costs of a system only includes the cost of sending SMS. It would be useful to know the FULL cost of the U-report system including the salaries and travel and per diem of the consultants and programmers who set it up and maintain it. And the maintenance and ongoing costs of the system -- including salaries.
Without revealing the true, full costs of this system it is impossible to compare it to other interventions. For example, it would also have been possible to simply send an informative SMS to ALL Ugandans without the need for foreign consultants or a reporting system, and it's likely that such an approach would have been both more complete and cheaper.
We need to stop describing systems as free or "only 3 cents per person" when the true costs are much higher.