Our approach to EE and BT price changes in 2026
We’re now contacting EE and BT customers to explain what the 2026 price change means for their mobile and broadband services, including this year’s update for customers who are out of contract. This blog explains why price changes happen, how our pricing works, and how we continue to invest in our networks, reliability, and customer protection.
Clear and predictable pricing
EE and BT were the first major UK providers to introduce pounds-and-pence mid-contract price changes in April 2024. This approach gives customers certainty by showing exactly what they will pay over the full length of their contract.
We’re committed to transparent and predictable pricing. Costs are shown upfront before a customer signs up so they know what they’ll pay throughout their contract term, with no inflation-linked surprises.
Price changes help us to continue investing in:
- Network innovation
- Connectivity reliability
- Improved customer experiences and support
Demand for mobile data, faster broadband and always‑on connectivity keeps rising. Continued investment is essential to meet that demand and keep the UK reliably connected.
Pricing fairness and regulation
The UK Government and Ofcom have called for more transparent pricing across the telecoms industry. This includes moving away from inflation‑linked increases and towards clear pounds‑and‑pence price changes that customers can easily understand.
We fully support these expectations, especially around:
- Giving customers a clear, predictable view of their bill throughout their contract
- Ensuring customers choose a package that meets their personal and connectivity needs, supported by clear communication before they sign up
Our approach provides predictable billing and helps customers select the package that best suits their needs.
What this means for customers
Customers who joined EE before our pounds‑and‑pence pricing was introduced, will move to this clearer approach as part of the 2026 price change. This means all customers will benefit from transparent pricing shown in pounds and pence, rather than charges linked to inflation. Our approach aligns with Ofcom and UK Government guidance on pricing transparency.
For customers who are out of contract, the 2026 price change will apply from 1 March 2026. The exact date and updated price, will be included in each customer’s individual notification.
Customers moving to pounds‑and‑pence pricing are already outside their minimum term, so they will not be placed into a new minimum‑term contract. We are also not changing the annual price rise for customers still within their minimum term, a practice that has faced significant scrutiny across the industry.
The UK telecoms market in context
The UK mobile and broadband market is highly competitive with a range of services and choice for consumers. While usage continues to increase, prices have stayed flat or fallen over time.
Independent analysis from Assembly Research highlights several key trends:
- Average mobile prices in the UK have fallen by around 25% since 2019
- Consumers receive increasing value for money as data allowances and network performance improves
- Telecoms account for just 1.5% of weekly household spending, and this share has been falling year on year since 2020.
- UK mobile pricing compares favourably with other leading European markets
Average data usage has nearly tripled in recent years, while prices for most data plans have declined.
Investing in networks, technology and protection
We invest billions of pounds each year in our mobile and broadband networks, products, services and customer support.
EE has been named RootMetrics® UK’s Best Mobile Network for 12 years in a row, reflecting continued investment in coverage, speed and reliability.
EE is also the only major UK network to offer WiFi 7 as standard across all full fibre broadband plans, helping customers get the best possible performance across their homes.
Keeping customers safe from scams and fraud
Scams and fraud are a growing threat and protecting customers is a core priority.
We’re committed to protecting our customers through ongoing network research and innovation
In the past 12 months, we have:
- Blocked 1.6 billion attempts to access malicious domains
- Stopped 200 million scam text messages
- Blocked 61 million scam calls
- Flagged 175 million nuisance and fraud calls
We continue to invest millions of pounds in our industry leading scam protection, education and network-level security.
Customer satisfaction and support
Customer satisfaction matters in a competitive telecoms market. Ofcom has recognised EE as having the highest overall customer satisfaction for both mobile and broadband.
We do this by:
- Investing in UK and Ireland based customer service teams
- Ongoing improvements to tools, training and AI-assisted support
- A focus on personal, human customer interactions
This satisfaction builds on the strength of our networks and the products and services we offer to maximise our networks.
We’re committed to keeping people connected with transparent pricing, at a time when household finances remain under pressure.
Our goal is to ensure customers can:
- Access the most reliable and innovative mobile and broadband technology
- Benefit from continued network investment and innovation
- Receive clear, predictable pricing and best‑in‑class customer support.
By combining predictable pricing with industry‑leading networks and customer support, we aim to deliver long‑term value for customers across the UK.