<p>Despite substantial investment, the Bus Rapid Transit (BRT) Lane-3 corridor in Dhaka has experienced prolonged implementation delays, operational uncertainty, and declining public trust, raising concerns about the feasibility of future pricing and service improvement strategies. This study examines commuter willingness to pay (WTP) for reliable BRT services along the Shibbari –Airport corridor. Primary data were collected through roadside intercept surveys at major stoppages, yielding 1,095 valid responses across diverse trip purposes. A contingent valuation approach was used to elicit WTP for a guaranteed 15-minute travel time saving. To address potential selection bias, a Heckman two-stage model was applied, with a probit model for the participation decision and a second-stage regression for log-transformed, winsorized maximum willingness-to-pay (MWTP). The results show that 70.8% of respondents are willing to pay a premium for improved reliability, indicating strong latent demand. Socioeconomic characteristics significantly influence both the decision to pay and the amount, with salaried and economically active individuals exhibiting higher WTP, while students, lower-income groups, and retired individuals are more fare-sensitive. Behavioral preferences are also important: prioritization of travel time and comfort increases WTP, whereas price sensitivity reduces it. Shorter baseline travel times are associated with a lower likelihood of paying, reflecting diminishing perceived benefits. The significance of the selection correction term confirms non-random participation, while consistency between stated WTP and current fare levels supports response validity. The findings suggest that although demand for reliable BRT services is significant, pricing strategies must be differentiated and supported by visible improvements in service quality to ensure user acceptance and policy effectiveness.</p>