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Virgin Plus

Virgin Plus is a Canadian telecommunications provider specializing in postpaid and prepaid mobile voice, text, and data services, as well as home internet and TV offerings, operating nationwide on the Bell Mobility network. Launched on March 1, 2005, as Virgin Mobile Canada through a joint venture between the Virgin Group and BCE Inc. (parent of Bell Canada), the company initially focused on prepaid mobile services targeting younger demographics with flexible, no-contract plans. In 2009, Bell Mobility acquired full ownership for $142 million, gaining complete control while retaining the Virgin branding and independence from other Bell consumer brands. The company rebranded to Virgin Plus on July 19, 2021, to reflect its expanded portfolio beyond services, including unlimited plans and bundles, all emphasizing value-driven pricing, generous allowances, and exclusive member perks such as VIP experiences and social impact programs. Headquartered in , , Virgin Plus utilizes Bell's extensive and networks, with the LTE network covering 99% of the Canadian population, ensuring reliable connectivity for its customers. Known for its customer-centric approach, Virgin Plus has earned recognition for superior service, including awards for best customer support in Canada, and promotes accessibility features alongside community initiatives focused on digital inclusion.

History

Founding and early operations (2004–2007)

In March 2004, the Virgin Group and Bell Mobility, a subsidiary of BCE Inc., announced the formation of a joint venture to launch Virgin Mobile Canada, with each partner holding a 50% stake in the new entity. The partnership aimed to introduce innovative mobile services tailored to the Canadian market, with an initial investment of approximately $30 million and plans to create around 800 jobs. Pre-launch preparations included developing flexible pay-as-you-go pricing models and a significant marketing campaign targeting younger consumers, with an original service rollout targeted for December 2004. Virgin Mobile Canada officially launched on March 1, 2005, as a prepaid-only (MVNO) utilizing Bell Mobility's network for nationwide coverage. The service emphasized a no-contract, pay-as-you-go model designed to appeal to teenagers and young adults under 25, offering simple, low-cost pricing without hidden fees—such as the first 10 minutes of daily use at 25 cents followed by 10 cents per minute thereafter. Innovative features included free , call display, and with no monthly charges, alongside musical ringtones and to enhance user engagement in the youth segment. During its early years, Virgin Mobile Canada focused exclusively on prepaid plans, achieving rapid subscriber growth to 500,000 customers by late , establishing itself as Canada's leading youth-oriented mobile network. This expansion was driven by its disruptive approach to prepaid services, earning the award for highest customer satisfaction in prepaid wireless for three consecutive years. In November , the company announced plans to introduce limited basic postpaid options starting in early 2008, marking an initial diversification while maintaining its core emphasis on transparent and youth-friendly offerings.

Acquisition, expansion, and technological upgrades (2008–2013)

In 2008, expanded its offerings beyond its initial prepaid focus by launching postpaid services on February 14, targeting a broader customer base including adults seeking flexible plans without activation or cancellation fees. The new lineup included options like myTime for evening and weekend calling, myPlan for nationwide minutes, myCrew for shared family usage, and myVIP for premium features, all priced starting at $30 per month with unlimited evenings and weekends. On July 2, 2009, , through its subsidiary, acquired the remaining 50% stake in Canada from the for $142 million, gaining full ownership and ending the established in 2004. This move allowed Bell to integrate Virgin more closely into its operations while retaining the Virgin brand under a long-term , enabling greater investment in network enhancements and market positioning. Following the acquisition, Virgin Mobile underwent brand repositioning in 2009–2010 to appeal to a wider demographic, shifting from a youth-centric image to one emphasizing value and lifestyle perks for . In February 2010, the company introduced HSPA+ technology, providing download speeds up to 21 Mbps on Bell's upgraded network, which covered major urban areas and supported faster mobile internet for data-intensive users. Complementing this, Virgin launched the SuperTab in August 2010, a contract-free device financing program that spread the cost of premium handsets like the over 24 months, making high-end phones more accessible without long-term commitments. To enhance customer loyalty, Virgin Mobile debuted its Member Benefits program in 2010, offering exclusive discounts on entertainment, travel, and retail partners, alongside priority access to events. By 2011, this evolved to include unlimited talk and text plans, such as the $45 monthly option with unlimited incoming calls and data add-ons, available nationwide. The program also secured exclusive to devices like the Samsung Galaxy Nexus in December 2011, priced at $160 on a three-year term, highlighting Virgin's focus on cutting-edge offerings. In , Virgin promoted SIM-only activations to attract bring-your-own-device customers, offering flexible prepaid and postpaid options starting at $25 monthly with unlimited texting and data bundles, often bundled with incentives like free accessories. Later that year, the company rolled out initial services in late , leveraging Bell's network in major cities like and to deliver peak speeds up to 75 Mbps, initially for data devices before broader phone compatibility. This upgrade marked Virgin's transition to advanced capabilities, improving streaming and browsing for urban subscribers.

Contract plans, regulatory changes, and growth (2013–2020)

In 2013, Virgin Mobile Canada discontinued its SuperTab device financing program and introduced two-year term contracts along with tiered rate plans, marking a shift toward more standardized industry practices following its into the Bell ecosystem. This change included plans priced at $60, $70, and $85 per month, offering escalating data allowances up to 6 GB on the highest tier, while increasing base prices by $5 across offerings to reflect the new structure. These adjustments aligned with broader market trends emphasizing long-term commitments for subsidized devices and bundled services. Concurrently, the Canadian Radio-television and Telecommunications Commission (CRTC) established the Wireless Code of Conduct in June 2013, a mandatory framework effective December 2, 2013, aimed at protecting consumers through requirements such as clear language, no cancellation fees beyond 24 months, mandatory device unlocking within specified timelines, and trial periods for services. Canada, operating under federal regulation as a Bell , complied with the Code, incorporating its provisions into terms to provide greater on fees, cancellation policies, and service descriptions. This regulatory adherence helped standardize consumer protections across providers, reducing complaints related to unclear terms and early termination. By 2015, Virgin Mobile expanded access to Long-Term Evolution () services nationwide via Bell's infrastructure, which achieved coverage for over 98% of by year's end, enabling faster data speeds and supporting the growing demand for mobile internet. This build-out followed initial LTE launches in prior years and positioned Virgin as a competitive option for high-speed connectivity without its own standalone network investments. Subscriber growth during this period reflected the appeal of these enhancements, contributing to Bell Wireless's overall postpaid expansions amid rising data usage. From 2016 to , Virgin Mobile enhanced plan flexibility with features like international bundles and family-oriented options, responding to customer needs for shared usage and travel affordability. In May 2016, launched Sweet , a daily pay-per-use add-on allowing subscribers to access their domestic data allowance, unlimited talk, and text in over 100 international destinations for $10 per day, with a 100 MB cap to prevent overages. By , options evolved further, including U.S.-specific bundles at $6 per day for similar benefits, while family plans emphasized value through multi-line discounts and shared calling minutes, though without pooled data across lines. These additions catered to competitive pressures from other flanker brands like Koodo and , focusing on cost-effective bundles. Marketing efforts during this era highlighted Virgin Mobile's value-for-money positioning, with campaigns promoting portability from competitors and perks like events to attract budget-conscious users. In , the brand ranked highest in J.D. Power's Wireless Customer Care Study for overall satisfaction, underscoring its growth through reliable service and affordable plans amid a market where rose 6.6% to $69.61. This period saw steady expansion, with Bell adding nearly 480,000 net subscribers in alone, bolstered by flankers like Virgin.

Rebranding, 5G rollout, and recent developments (2021–present)

On July 19, 2021, Virgin Mobile Canada officially rebranded to Virgin Plus, adopting a new name and visual identity to better encompass its expanding portfolio of services, including , , and TV offerings beyond traditional wireless plans. In September 2021, Virgin Plus implemented significant price reductions on its data plans, effective October 5, aligning with the Government of 's affordability initiative that targeted a 25% decrease in costs for plans between 2GB and 6GB. For instance, the 2GB plan dropped to $37.50 per month, the 4GB option to $41.25, and the 6GB plan to $45, making these offerings more accessible while maintaining unlimited talk and text features across . Virgin Plus entered the 5G market on July 25, 2023, launching unlimited nationwide 5G plans on Bell's network, with speeds capped at 250Mbps for high-speed data and throttling to 512Kbps after the allotment. The entry-level plan provided 30GB of 5G data for $65 monthly, though promotional pricing offered it at $55 for the first 24 months; higher tiers included 75GB for $75 and 100GB for $85, all with unlimited Canada-wide calling and international texting options. This rollout coincided with a refreshed website design, emphasizing easier navigation for plan comparisons and device pairings. Early 2024 saw Virgin Plus enhance its bundled services by integrating plans with and options, offering combined packages starting at $85 monthly after credits for qualifying customers. To attract budget-conscious users, the carrier introduced a promotional 50GB plan at $34 per month in January, featuring unlimited data at reduced speeds post-allotment and Canada-U.S. coverage. This initiative built on the rebrand's focus on value, positioning Virgin Plus competitively against flanker brands like and Koodo. In October 2025, Virgin Plus raised prices on several plans, including the 40GB option, which increased from $45 to $50 monthly for new activations, reflecting broader industry adjustments amid rising operational costs. Concurrently, parent company Bell announced it would discontinue sales of Virgin Plus home internet and TV services in effective January 2026, shifting focus to operations while honoring existing subscriptions. This strategic pivot aimed to streamline Bell's discount brand portfolio without impacting mobile services nationwide.

Corporate structure and operations

Ownership and affiliations

Virgin Plus is wholly owned by , the parent company of , which acquired full control of the provider—then known as Virgin Mobile Canada—in 2009 by purchasing the remaining 50% stake for $142 million. This followed an initial 2004 joint venture between and . As a flanker brand of , Virgin Plus targets budget-conscious consumers by offering more affordable mobile plans compared to Bell's premium services. Virgin Plus operates as a (MVNO), leasing access to Bell Canada's nationwide and licenses rather than holding its own. This arrangement enables strategic alignment within BCE's broader ecosystem, including shared resources and cross-promotional initiatives, such as targeted migration offers from Virgin Plus to plans. The is licensed from Virgin Enterprises Limited, a of the United Kingdom-based , which emphasizes a global ethos centered on value for money, quality, innovation, fun, and competitive challenge in its agreements. In October 2025, BCE outlined portfolio rationalization measures as part of its three-year strategic plan, announcing the phase-out of non-core Virgin Plus services, including the cessation of Internet and TV sales in effective January 2026, while affirming the continued role of Virgin Plus as a flanker brand.

Network infrastructure and coverage

Virgin Plus operates as a (MVNO) and relies entirely on the infrastructure of its parent company, , for its wireless services, without owning any independent cell towers or spectrum licenses. This arrangement allows Virgin Plus to leverage Bell's extensive nationwide network, which initially used for /, later transitioned to HSPA for , and now includes for and technologies, ensuring seamless service delivery across . The network's evolution began with 1x and EV-DO services upon Virgin Plus's launch in 2005, transitioning to HSPA () coverage in the late 2000s as Bell expanded its infrastructure, followed by 4G LTE in the early 2010s. By 2023, Virgin Plus introduced access, aligning with Bell's rollout of sub-6 GHz bands, primarily in the 3.5 GHz , offering download speeds up to 250 Mbps for customers in supported areas. This upgrade provided coverage in urban and suburban regions, with theoretical peak speeds reaching up to 1 Gbps in select high-density zones; however, in October 2024, Virgin Plus discontinued the sale of new plans, though existing customers with compatible devices can still access the network. Virgin Plus offers Canada-wide voice and data coverage, reaching over 99% of the population through Bell's , which spans approximately 36% of the country's landmass with a focus on populated areas. International is supported in over 200 countries via Bell's global partnerships with operators like those in the , allowing customers to access local networks for voice, text, and data. Post-2023, became available in more than 100 cities and communities, including major centers like , , , , and , with ongoing expansions enhancing accessibility. In rural and remote areas, where 5G deployment is limited due to infrastructure challenges, services fallback to reliable 4G LTE, maintaining coverage but at lower speeds compared to urban zones. Virgin Plus does not utilize mmWave spectrum, focusing instead on sub-6 GHz for broader penetration and reliability across its service areas.

Products and services

Mobile voice and data plans

Virgin Plus offers both postpaid and legacy prepaid mobile voice and data plans, with unlimited Canada-wide calling and texting established as a standard feature across postpaid options since the early . Initially launched in as a prepaid provider, Virgin Plus (formerly ) operated on a pay-per-use model in its early years, charging rates such as 25 cents per minute for the first 10 minutes of daily airtime and 10 cents thereafter on its basic prepaid plan. This evolved significantly with the introduction of unlimited plans; in February 2011, the company launched its first City Unlimited plan, followed by an expansion to Canada-wide unlimited talk and text later that year to compete with larger carriers. By the , unlimited data options began appearing, marking a shift from metered usage to more inclusive bundles. However, as of September 30, 2024, Virgin Plus discontinued new prepaid activations, allowing only existing prepaid customers to retain their plans while directing new subscribers to postpaid options. In 2023, Virgin Plus introduced tiered plans, offering access to its network on select unlimited nationwide bundles starting at $65 per month for 30GB of high-speed data at up to 250Mbps, followed by unlimited data at reduced speeds. These plans included features like shared data and add-ons, reflecting a focus on enhanced connectivity. By late 2024, dedicated plans were phased out for new customers, with current postpaid plans providing access where available on compatible devices without specific labeling. As of November 2025, Virgin Plus's postpaid plans emphasize value-oriented data tiers with unlimited Canada-wide talk and text. Representative examples include the $45 per month plan with 10GB of high-speed data (plus a 10GB bonus), the $50 per month plan with 40GB of high-speed data (reflecting a post-October 2025 price increase from $45 for 50GB), and higher-tier options like $55 per month for 60GB or 70GB of data. Data speeds reduce to 512Kbps after high-speed allotment on most plans, with hotspot sharing included up to 10GB on select promotions or as bonus data. International features comprise 500 texts to over 200 destinations on base plans, plus add-ons like unlimited international texting for $5 per month; voice roaming is available via the Roam Sweet Roam service at $13 per day for the U.S. (unlimited talk/text plus plan data) or $16 per day for other international zones. Higher-tier plans, such as those at $55 or above, often incorporate Canada-U.S. coverage, enabling seamless talk, text, and data usage across both countries without daily fees. Virgin Plus supports bring-your-own-device (BYOD) activations for postpaid plans, accommodating both physical cards and technology on compatible smartphones like recent iPhones (+) and Android devices (+). This allows customers to retain existing hardware while accessing the full range of plans, with activation available online in minutes for eligible devices.

Devices and handset offerings

Virgin Plus has maintained long-standing partnerships with major device manufacturers since its inception, offering a selection of smartphones and tablets from brands including Apple, , , and . These collaborations began shortly after the company's launch in , enabling customers to access flagship and mid-range devices compatible with its network. For instance, in 2011, Virgin Plus exclusively launched the Galaxy Nexus, one of the first smartphones to feature 4.0 , highlighting its early focus on innovative Android offerings. The current lineup in 2025 emphasizes 5G-compatible devices across mid-range and premium segments, with competitive pricing but no high-end exclusives. Available smartphones include the Apple , Samsung , Google , and Motorola , alongside tablets such as the . Post-2023, all new handsets support 5G connectivity to align with Virgin Plus's network upgrades, providing options for customers seeking reliable performance without premium markups. Devices can be purchased outright or financed through , a 0% APR program spreading costs over 24 months, often with $0 down on eligible models. Additionally, the trade-in program allows customers to exchange old devices for bill credits, facilitating upgrades. Complementing its offerings, Virgin Plus provides an ecosystem including chargers, cases, and hotspots. Today, customers can select from chargers, protective cases, and vehicle adapters to enhance device functionality, all available through online and retail channels with free shipping on orders.

Home and TV services

Virgin Plus launched its home services in select urban areas of in 2016, initially using DSL technology, with expansion to and integration of fiber-optic services following the company's rebranding in 2021, leveraging Bell's fiber-optic to deliver high-speed . Virgin Plus TV launched in 2020. These plans offer unlimited data with download speeds reaching up to 1 Gbps and upload speeds up to 100 Mbps on the top tier, suitable for households requiring robust performance for streaming, , and multiple devices. Coverage remains confined to these provinces without plans for nationwide rollout, focusing on regions where Bell's Fibe network is available. Complementing the offerings, Virgin Plus provides a service starting at $35 per month, which requires an eligible unlimited plan and includes over 100 channels along with on-demand content accessible through a dedicated . The service integrates Premium as an add-on for $22 monthly, enabling subscribers to access premium streaming content seamlessly within the platform. Users can stream live on compatible mobile devices, enhancing flexibility for on-the-go viewing. Bundling options combine home and with Virgin Plus plans, offering discounts such as a $15 monthly credit for 12 months on select packages—for instance, pairing a talk-and-text plan with 50 Mbps for $85 total after the credit. These bundles aim to simplify billing and provide value through integrated services, with add-ons starting at an additional $25 or $35 depending on the speed tier. In October 2025, Bell announced it would halt new sales of Virgin Plus home internet and TV services in effective January 2026, redirecting focus toward wireless offerings while allowing existing customers to continue services without immediate disruption. This decision aligns with broader streamlining efforts but does not affect operations at this time.

Marketing and customer engagement

Branding evolution

Virgin Mobile Canada launched on March 1, 2005, targeting teenagers and young adults through a licensing agreement with the that infused the brand with a fun, rebellious ethos aimed at shaking up the traditional mobile market. The initial branding focused on prepaid plans with no contracts or hidden fees, positioning the service as a simpler, more accessible alternative to established carriers. This youth-centric identity drew on the global 's reputation for challenging conventions, emphasizing value and excitement in mobile communications. Following Bell's full acquisition of Virgin Mobile Canada in , the brand underwent a gradual repositioning to broaden its appeal beyond the demographic, incorporating postpaid options and expanding service features while maintaining a focus on affordable, straightforward value propositions. From to , efforts highlighted themes of empowerment and enhancement, adapting the to attract a wider customer base without diluting its core rebellious spirit. This shift aligned with strategic changes post-acquisition, enabling growth into more diverse market segments as detailed in the company's historical development. In July 2021, Virgin Mobile Canada rebranded to , adopting an inclusive identity symbolized by the "Plus" suffix to reflect its expanded multi-service offerings, including home internet and alongside mobile services. The updated branding introduced a modernized logo and presence designed to emphasize and added value for all customers, moving toward a more family-inclusive approach that encompassed nationwide perks and benefits programs. This evolution maintained consistent global Virgin elements, such as music-inspired tie-ins and socially engaging campaigns that promote community and entertainment. Alongside the nationwide rollout of 5G services in July 2023—although 5G plans were discontinued for new customers starting in October 2024—Virgin Plus refreshed its website to enhance user experience, featuring streamlined tools for comparing plans and services to better support informed decision-making across its inclusive customer base.

Member benefits, events, and sponsorships

Virgin Plus has offered a Member Benefits program to its customers, referred to as "Members," since 2010, providing exclusive perks that include discounts on everyday purchases and access to unique experiences. The program emphasizes rewards in categories such as food, fashion, entertainment, and travel, with specific offerings like 25% off stays at Virgin Hotels, 10% off adventures with G Adventures, and savings on groceries through Walmart Grocery. Members can access these via the My Benefits mobile app, which also facilitates contest entries for prizes and promo code redemptions. A core feature of the is VIP access to events, including priority opportunities for concert tickets and entry through exclusive contests. For instance, Members have chances to win tickets to major music events such as the ÎLESONIQ Music Festival in and Osheaga, as well as experiences like fly-away trips to summer music series. Past winners have received perks like trips to and subscriptions to Disney+ series, highlighting the 's focus on experiential rewards. These opportunities extend to international , with recent contests offering exclusive trips to for Members. Recent enhancements include Member Mondays, launched in 2023, offering weekly deals, and ongoing contests such as weekly draws for gift cards extending through November 2025. In terms of sponsorships, Virgin Plus partners with music and events to enhance Member engagement, serving as the presenting sponsor for all shows at the Elgin Theatre and supporting red-carpet experiences at the Ruby Gala for 2SLGBTQIA+ youth. The company also invests in initiatives under its "Plus with Purpose" banner, focusing on youth empowerment through partnerships like NPower Canada, which provides career training to at-risk and homeless youth, resulting in over 11,000 graduates since inception. Additionally, Virgin Plus supports Friends of Ruby by funding counseling, housing, and community programs for 2SLGBTQIA+ youth, aligning with broader efforts. Following the 2021 rebrand, the Member Benefits program integrated enhanced social impact elements, expanding commitments to and programs amid ongoing community outreach. From 2023 to 2025, these efforts have emphasized scalable initiatives like NPower's program expansion to additional sites, fostering long-term empowerment for underprivileged without direct ties to specific but through sustained .

Retail and distribution

Physical retail presence

Virgin Plus maintains a of corporate-owned retail stores primarily in , , and , focusing on major urban centers such as , , and . These locations provide customers with direct access to the brand's mobile services and devices, supporting the company's emphasis on personalized service in key markets. The company's physical retail presence originated with the launch of Virgin Mini Stores in under the Virgin Mobile Canada brand, which served as compact kiosks to expand accessibility in shopping centers across the country. Virgin Mobile Canada's first full-service street-front store opened in in June 2011. By 2021, following the rebranding to Virgin Plus, the retail presence had expanded to include more full-service outlets, aligning with the expanded offerings in mobile, internet, and TV services at the time. Store designs emphasize a modern, engaging atmosphere to reflect the brand's fun-oriented identity, incorporating interactive elements for customers to explore products. In-store experiences include dedicated zones for demonstrating capabilities and testing devices, allowing visitors to interact hands-on with the latest technology. Virgin Plus operates corporate stores in its core provinces, though the footprint has seen a reduced emphasis following the planned phase-out of home and services in starting January 2026. This shift prioritizes digital sales channels while retaining physical locations for essential customer interactions. Services offered in these stores encompass plan activations, device repairs through dedicated Service Lounges, and exclusive member events to enhance loyalty. In addition to owned stores, the company briefly references dealer expansions for broader distribution, though corporate locations remain the focus for branded experiences.

Dealer and online channels

Virgin Plus maintains a robust dealer network through partnerships with major Canadian retailers, enabling widespread access to its mobile plans and devices. Authorized retailers such as (formerly , a subsidiary) and serve as key distribution points, where customers can activate services, purchase handsets, and explore bundles. These partnerships facilitate in-store activations and promotions, with locations historically playing a central role in Virgin Plus sales before their 2024 rebranding to under a collaboration between and . To complement its dealer channels, Virgin Plus has deployed kiosk and pop-up models in high-traffic malls for targeted promotions and experiential . In , the company rolled out over 100 redesigned s across , featuring interactive displays to showcase devices and plans in a compact format. These setups proved effective for events like the 2023 nationwide launch, where they supported on-site activations and demonstrations of unlimited plans starting at $50 per month after credits. The primary online channel is the official platform at virginplus.ca, offering a full range of postpaid and prepaid plans, smartphones from brands like Apple and , and bundled services such as home . Customers benefit from SIM () activation, allowing instant setup on compatible devices without physical cards, and real-time chat support for personalized assistance during purchases. Free shipping is provided for devices ordered within , though international delivery is not available. To drive customer acquisition, Virgin Plus operated a Refer a Friend program until June 2025, rewarding both the referrer and new member with $25 bill credits ($5 monthly for five months) upon successful activation of eligible plans. This initiative encouraged referrals among existing members on two-year or bring-your-own-phone contracts, with tracking available via an online dashboard.

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