Smarty (wireless carrier)
SMARTY is a British mobile virtual network operator (MVNO) and flanker brand operated by Three UK, launched in August 2017 to provide affordable, flexible SIM-only mobile services without long-term contracts.[1][2] It utilizes Three's infrastructure for 4G and 5G connectivity, delivering coverage to 99% of the UK outdoor population.[3][4] The carrier emphasizes transparency and value, offering one-month rolling plans with unlimited UK and EU calls and texts, data allowances ranging from 5GB to unlimited, and fair-use EU roaming up to 12GB per month.[3] Unlike many competitors, SMARTY guarantees no annual price increases and operates on a pay-as-you-go model with no hidden fees, appealing to budget-conscious customers seeking simplicity.[4] It also provides unique features like a data discount refunding unused data at £1 per GB and a social tariff plan for eligible low-income users at £12 per month for unlimited data.[4] As an online-only provider without physical stores, SMARTY focuses on digital customer service, which has contributed to its high satisfaction ratings; in a January 2025 survey of over 4,000 customers, it achieved an 82% score, ranking first among 16 UK providers for value, ease of setup, and overall experience.[4] The brand has earned multiple accolades, including Which? Recommended Provider status in 2020, 2021, 2023, 2024, and 2025, Uswitch Awards from 2020 to 2025 for Best SIM Only Mobile Network and Best Value for Money Mobile Provider, and 2025 Mobile Industry Awards for Best Customer Service and Best MVNO, highlighting its reliability and customer-centric approach.[3][5][6][7]History
Launch and Development
Smarty was launched on August 31, 2017, as a mobile virtual network operator (MVNO) by Three UK, targeting budget-conscious consumers seeking straightforward and cost-effective alternatives to traditional mobile carriers.[1] The brand was developed to address the growing demand in the UK's low-cost SIM-only segment, where customers increasingly preferred flexible, no-contract options over bundled handset deals and long-term commitments.[8] From its inception, Smarty emphasized transparency in pricing and service, operating as a flanker brand to Three UK with a no-frills approach that avoided hidden fees and complex terms.[9] At launch, Smarty offered three simple rolling monthly plans—Small (2GB for £7.50), Medium (4GB for £10), and Large (8GB for £15)—all including unlimited UK calls and texts, designed to appeal to users prioritizing value and ease.[10] The initial marketing strategy focused on promoting these affordable data options while leveraging Three UK's established 4G infrastructure to reduce operational costs and enable quick market entry without significant new investments in physical networks.[11] This approach allowed Smarty to position itself as a disruptor in an industry often criticized for opacity, attracting early adopters through online channels and word-of-mouth referrals.[12] Smarty experienced rapid customer acquisition in its early years, benefiting from its parent company's network reliability and the brand's commitment to customer-centric simplicity. By the end of 2022, the customer base had grown to 734,000, reflecting a 33% year-over-year increase and underscoring the effectiveness of its low-cost, transparent model in capturing market share.[13] This growth trajectory continued, with Smarty surpassing 1 million customers by the end of 2023, driven by consistent expansions in plan offerings and awards for value in the SIM-only category.[14]Ownership and Operations
Smarty is a flanker brand wholly owned and operated by Three UK, which became part of VodafoneThree following the merger of Three UK and Vodafone UK on June 2, 2025. VodafoneThree is a joint venture 51% owned by Vodafone Group plc and 49% owned by CK Hutchison Holdings Limited, a Hong Kong-based conglomerate. This structure positions Smarty within a larger telecommunications entity focused on enhanced network capabilities while maintaining its independent branding.[15][16][17] As a mobile virtual network operator (MVNO), Smarty leases network capacity from Three UK without owning physical infrastructure, enabling it to offer services on the same 5G and 4G infrastructure. It independently manages customer acquisition through digital channels, handles billing via its own online portal with options for upfront payments and auto-renewal, and provides dedicated support via web chat and email. This operational model supports a digital-first approach, emphasizing simplicity and transparency in customer interactions.[18][19][20] Smarty is headquartered in Reading, Berkshire, United Kingdom, at the same registered office as Three UK (450 Longwater Avenue). The brand is led by General Manager Elin McLean, who has over 17 years of experience within the Three Group, overseeing a team focused on agile, customer-centric operations.[21][22] In line with UK telecommunications regulations, Smarty adheres to Ofcom standards as a licensed mobile provider, including mandatory support for number portability to allow customers to retain their phone numbers when switching providers and compliance with consumer protection rules under the General Conditions of Entitlement, such as clear contract terms and dispute resolution processes.[23][24][25]Services
Tariffs and Plans
Smarty offers a range of SIM-only voice plans designed for flexibility, all operating on a 30-day rolling basis with no long-term contracts. These plans provide unlimited minutes and texts to UK standard numbers as standard across all tiers, alongside varying data allowances from 5 GB to unlimited.[26] The entry-level option includes 5 GB of data for £6 per month, suitable for light users focused on essential browsing and messaging. Mid-tier plans cater to moderate usage, such as the 40 GB allowance for £10 monthly, while higher-end options like 100 GB for £12 or 200 GB for £17 address heavier data needs. The unlimited data plan starts at £20 per month, offering unrestricted UK data usage subject to personal, non-commercial fair usage policies that prohibit excessive sharing or resale but impose no hard data cap or speed throttling.[26][27] For data-centric users without voice needs, Smarty provides data-only SIM plans ranging from 2 GB for £5 to unlimited for £20, ideal for tablets or dongles, though these incur out-of-bundle charges for calls and texts at 10p per minute or message. Additionally, a Social Tariff variant of the unlimited voice plan is available for £12 monthly to eligible customers receiving certain UK benefits, maintaining the same inclusions of unlimited data, calls, and texts. Group plans offer discounts, such as 10% off for 2-8 mixed plans or reduced pricing on multiple unlimited lines starting at £15 each after the first.[26][28] Add-ons enhance core plans with flexible data boosts, including 1 GB for £1 or 10 GB for £9, and short-term UK data passes like 7 days for £10, emphasizing simple UK-inclusive usage without out-of-bundle surprises for voice plan holders. These options align with Smarty's no-contract flexibility, allowing easy upgrades or cancellations via the customer dashboard.[26]| Plan Type | Example Allowances | Monthly Price | Key Inclusions |
|---|---|---|---|
| Voice Plans | 5 GB data | £6 | Unlimited UK calls & texts |
| Voice Plans | 40 GB data | £10 | Unlimited UK calls & texts |
| Voice Plans | Unlimited data | £20 | Unlimited UK calls & texts |
| Data-Only Plans | 2 GB data | £5 | Data only; out-of-bundle calls/texts |
| Data-Only Plans | Unlimited data | £20 | Data only; out-of-bundle calls/texts |
| Social Tariff | Unlimited data | £12 | Unlimited UK calls & texts (eligibility required) |