Nigeria: Whitemoney laments Nigeria’s dating culture

By Zuleihat Owuiye, Nigeria

Reality TV star and entertainer Hazel Onou, popularly known as Whitemoney, has spoken out about the rising financial pressure in Nigeria’s dating scene, saying it is becoming increasingly difficult to build genuine connections.

In a video shared on his Instagram page, @whitemoney_, on Sunday, the 34-year-old _Big Brother Naija_ Season Six winner joked about needing a “referral code” to find a good partner, while expressing frustration over what he called a culture of constant billing.

“I can’t even lie, I’m getting old,” he said. “Dating culture in Nigeria is becoming something else. Abeg, where them dey see better woman now? Una get referral code?”

“Any small thing, billing. Small hello, billing. How are you? Billing,” he added, laughing but clearly making a point.

The term “billing” has become common slang in Nigeria to describe the expectation that men, especially public figures, should spend money early and often in dating. It can range from requests for airtime and data to expensive gifts, dinners, and cash transfers — sometimes before a relationship has even started.

Whitemoney’s comments struck a chord because they reflect a conversation happening across social media. Many young Nigerians say dating now comes with heavy financial expectations, while others argue that men are also contributing to the problem by equating spending with affection.

For Whitemoney, who has been in the spotlight since winning BBNaija in 2021, the issue feels more pronounced. As a celebrity, he said even simple conversations often come with expectations.

The singer, who turned 34 on June 6, said the pressure is making him rethink how he approaches relationships. 

“It’s not that people don’t want love,” he implied in the video. “But when every interaction has a price tag, it becomes tiring

Some fans agreed with him. @paulwains wrote: “This is me few mins ago man. Not just in Nigeria, dating culture in the world messed up man

Others pushed back. @kaluukanwa said: “Better woman full everywhere, even in this Lagos, but sadly they aren’t your spec.”

Another user, @vickyblinks_1, teased: “E dey but una dey find una fellow celebrity,” suggesting that public figures tend to date within the same circle and face unique pressures.

The mixed reactions highlight a wider generational divide. While some see the financial demands as a reality of modern dating and economic hardship, others view it as a transactional approach that undermines trust.

Whitemoney rose to national fame after winning the sixth season of _Big Brother Naija_ in 2021. Since then, he has remained active in music, brand deals, and entertainment events.

With fame comes visibility, and with visibility comes assumptions. He noted that people often assume celebrities have unlimited money, which raises the bar for what is expected in relationships.

“People think because you’re on TV, you should be taking care of everything from day one,” he has said in past interviews. This time, he put it more bluntly: even a “hello” can come with a bill.

The entertainer said he is not against spoiling someone he cares about. His concern is about timing and intent. When money becomes the first requirement, it’s hard to know if the interest is genuine.

Whitemoney’s rant taps into a larger discussion in Nigeria about dating, money, and gender roles. 

Economic pressures have made dating more expensive. Inflation, rising costs of living, and social media culture have created an environment where dates often happen in lounges, restaurants, and trips that require significant spending.

At the same time, influencers and reality stars frequently showcase lavish gifts and proposals online, setting new standards that many feel pressured to meet.

Relationship experts say this creates a cycle. Men feel they must spend to prove seriousness. Women, in turn, may test for financial stability early to avoid wasting time. The result is what many now call “billing culture.”

But critics argue it reduces relationships to transactions. They say it discourages people who are sincere but cannot afford expensive gestures, and it encourages deceit.

Despite the frustration, Whitemoney ended his video on a light note, asking for help finding someone compatible. 

 resonated because many Nigerians now rely on friends, family, and even social media matchmaking to meet partners outside of clubs and apps.

He said his focus remains on finding someone real — someone who values connection over cash.

“I just want peace,” he has said in previous posts about relationships. “Someone I can build with.”

Professionally, Whitemoney continues to work on music and appearances. He has released several singles since BBNaija and often uses his platform to speak candidly about life after reality TV.

On personal matters, he said he is taking things slow. At 34, he feels the pressure to settle down, but not at the expense of authenticity.

“Getting old is teaching me patience,” he said in the video. “I’d rather wait than force something that doesn’t feel right.”

His comments have added to an ongoing national conversation about love, money, and expectations in 2026 Nigeria. Whether funny or serious, his “billing” lament reflects how many young people feel: tired of games, and searching for something real.