- BT is re-opening its BT Mobile service to existing broadband customers
- These plans will be eSIM-only and come with built-in spam detection tools
- BT says BT Mobile will ‘live alongside’ its existing EE mobile network
If you’re a BT customer who would prefer to have your broadband and mobile plans under one roof, you’re in luck: BT is bringing back BT Mobile.
At a press conference announcing BT’s appointment as the Official Telecommunications Partner of UEFA Euro 2028, the company confirmed that BT Mobile — which was shuttered to new users in 2023 — will reopen for new and existing BT broadband customers in the near future.
BT Mobile plans will be eSIM-only and come with AI-driven spam detection tools as standard. Similar tools already exist on the BT-owned EE network, but EE charges customers £2 per month to access them.
This is just one of the ways in which BT will differentiate its two mobile brands. “Different customers want different things,” Claire Gillies, CEO, Consumer at BT Group, explained in a panel discussion attended by TechRadar, “and each of our brands will have its own unique set of attributes […] BT Mobile and EE will live alongside [one another], serving the customers that are best suited to [each brand]. We’ll target them separately.”
“We have a population on BT who talk about reliability. They talk about security, they talk about the support they get — having a UK-based call center continues to be very important to that population. And then you have the EE customer, who is [part of] a busy family home, who’s looking for the latest innovations in tech, the fastest networks.”
“But some customers would prefer to have all of their services conveniently from one provider,” Gillies continued. “And to date, those customers have been looking elsewhere for mobile, whether that’s towards our EE brand or others in the market. This is an opportunity to bring more to them in a more convenient way, and, of course, provide the benefits that come with that, including a better, more reliable network, and a more secure network, because we’re starting with security built into those mobile plans.”
BT Group’s CEO, Allison Kirkby, was similarly bullish about the ease with which consumers will perceive the differences between BT Mobile and EE: “We’ve been running with multiple brands for well over a year now, and we’re very clear [about] how we can differentiate the brands so that they’re complementary to each other. We’ve also learned a lot about how to better target [customers] so that the two brands working together can be more than some of their parts.”
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