Community-run MVNO giffgaff has launched, following beta testing.
The company started operating in a test phase in September 2009, and said it has already built a community of 6,000 with around half topping up their phones on a monthly basis like traditional prepay customers.
O2 is giffgaff’s MVNO partner.
The MVNO has launched a national advertising campaign, as well as a series of price bundles known as ‘goodybags’, ranging from £5 for unlimited UK texts for a month to £35 for unlimited UK voice, text and mobile internet for a month.
Giffgaff said its bundles are designed to be “very flexible”, and customers can decide when the package starts, how they pay and whether it repeats or not.
The national advertising campaign lampoons the notion of ‘The Man’, who is leading a lavish lifestyle by overcharging customers, giffgaff said.