Ethnic-market MVNO Lebara Mobile has recruited 400 new positions, half of which will join Lebara’s UK operations.
Over 200 staff will join the business in marketing, sales and customer service, with most joining its London service centre.
The London base deals with customer queries from all its European markets, including Denmark, The Netherlands, Switzerland, Spain, UK and Germany.
The MVNO, which runs off Vodafone in the UK, refused to comment on the size of investment.
The expansion is on the back of a hike in earnings last year, as it increased revenues by 105 per cent to €375 million (£333m), mainly driven by a surge in customer numbers. It now has 2.5 million active customers globally.
Lebara Mobile chief operating officer Tim Wort said: “The customer service centre will be built-up further this year as our customer base increases across all markets.
“We continue to see very high levels of growth across all markets where we operate and are pleased to announce for the first time our active customer base, which has increased thanks to a strong distribution of the brand through major outlets including Phones 4U, Tesco and Asda.
“There is further potential in each market we are in and we will enhance the proposition for the customer to maintain our position as the global leader in our space – we lead and others follow.”
Lebara Mobile also recently announced its first mainstream television commercial, which is running on Eurosport during the African Cup of Nations football tournament.
Wort said of Lebara Mobile’s marketing this year: “Our television advertisement has always been on ethnic channels, pitched to the target audience, and the deal with Eurosport is pitched to the African community.
“We will continue to market the brand over various media outlets and sponsorship of the MOBO awards as a headline sponsor.”