We asked 3,739 mobile customers about their experiences, and found many are receiving mediocre service from their network. Customers of the big four face higher prices, worse customer service and continue to face unpredictable, above-inflation price increases, despite telecoms regulator Ofcom’s plans to ban the practice.
Fortunately, several smaller networks are providing cheap deals and better customer service. They are recognised by our endorsements, as either Which? Recommended Providers, or Great Value for Sim-only deals.
The UK’s major mobile networks compared
Four big mobile providers, EE, Three, Vodafone and O2, provide services to around 70% of the UK’s mobile customers. However, they did not receive particularly impressive ratings, and fell short of the standard set by the smaller providers who piggyback on their infrastructure yet again.
A possible upcoming merger between Vodafone and Three is likely to reduce competitive pressure in the market and could lead to higher prices and lower quality for consumers - at least in the short term. The Competition and Markets Authority’s investigation into the merger must thoroughly assess the implications to determine whether it will be harmful to consumers.
For full results of our survey - and to learn which mobile providers we recommend - read our guide to the .
The best mobile providers
The larger networks often justify higher prices by claiming their incentives and reward schemes add value, but no provider in our survey received more than a three star rating for incentives, so mobile customers are not thrilled by what’s on offer.
At the top end of the table, a running theme was providers offering excellent value for money. All but one of Which?’s Recommended or Great Value providers got five stars for this metric.
With four Which? Recommended providers and three Great Value networks, there are plenty of choices if you are looking for a cheaper deal or better customer service.
These networks had far higher star ratings than the big four for both overall and roaming value for money. A rolling monthly contract with a virtual provider is the best way to avoid inflation-based price increases. If the provider raises prices, you can switch to a different network at the end of the month.
For more information on switching, such as how to switch if you're in a contract, and how to choose a provider with the best signal, read our full guide on . Then use our to find a cheap deal to switch to, or check our pick of the .How mobile contract prices are changing
The big four networks all raised their prices by higher than inflation at the start of April. However, Ofcom is working on plans to ban inflation-linked price rises, so new pricing strategies are starting to be announced where the increase is listed in pounds and pence.
EE, Three, Vodafone use the December rate of Consumer Price Index (CPI) inflation, published in January, plus 3.9%. As this was 4%, it meant their customers saw a 7.9% rise in the price of their airtime contracts.
O2 is the only network to still use the outdated and arguably inaccurate inflation metric Retail Price Index (RPI), plus 3.9%, to work out its yearly price increases. This year RPI is 0.9% higher than CPI (last year it was 2.9% higher) and has meant O2 customers experiencing 8.8% hikes on airtime this year.
Ahead of the new regulations, EE has announced its new pricing model, so customers joining or recontracting after April 2024 will see Sim-only and airtime plans increase by £1.50 a month from March 2025.
While this is a step towards reducing uncertainty for consumers looking to take out a new contract, it still compares poorly to the offerings from providers such as Giffgaff, where you can take out an 18-month contract with a fixed price.
For more tips on how to avoid costly inflation-based price increases, read our guide to .
Which? calls on mobile providers to step up
Which? believes Ofcom needs to deliver on its proposals and follow through with the ban as soon as possible. We find it outrageous that telecoms providers proceeded with large price hikes at the start of April, given our research has shown they're both unpredictable and unfair. Providers should implement the regulator’s proposals as soon as possible.
Natalie Hitchins, Which? Head of Home Products and Services, said: ''Consumers unhappy with their current provider should consider switching, which is easy to do, and can save them money and improve their customer experience. When it comes to the unpredictable mid-contract price hikes used by a lot of the major telecoms firms, the writing is on the wall and they should put an end to this practice immediately rather than kicking the can down the road and allowing more customers to face unfair and unpredictable price increases.'
News, deals and stuff the manuals don't tell you.source https://www.which.co.uk/news/article/best-and-worst-mobile-providers-revealed-big-four-fall-further-behind-smaller-rivals-ar0Zg6A57jbd