Our approach to our annual price change 2026

We are beginning to contact our EE and BT customers to explain what our annual price change in 2026 will mean for them, including a change for out of contract customers this year. This blog will provide more detail on this.

EE and BT were the firstproviders in the UK to introduce pounds and pence mid-contract price changes in April 2024, enabling our customers to see exactly what they pay over their contract term.

We’re committed to making sure our customers know exactly how much they will pay throughout their contract, with predictable and transparent pricing in pounds and penceprovided to each customer before they sign up.

Price changes enable us to make the ongoing investments necessary to provide our customers with the best networks, leading innovations, new services and better support. This is vital at a time when consumer demand for data and service quality has never been higher.

Our support for pricing fairness

The Government has called on the telecoms industryin the UK to treat customers fairly in terms of pricing. The Government has also asked that we proactively move customers onto price changes with clear pounds and pence pricing amounts instead of inflation-linked rises.

We price transparently and are very supportive of the Government’s call and Ofcom’s requirement to display upfront pounds-and-pencecharges across the full length of a customer’s contract. Our customers get a clear and predictable view of their bill throughout the lifetime of their contract, and we ensure they have a package that meets their personal and connectivity needs.

What this means for customers

We have listened and will begin moving those customers who contracted with us before we introduced our pounds and pence approach onto these terms as part of our price change this year. This change means all our customers will benefit from a transparent approach to pricing, aligned with Ofcom and Government priorities.

We will be initiating our 2026 price change for these out of contract customers from 1^st March. The date when this price change will apply will be confirmed in each customer’s price change notification.

To be clear these customers moving to pounds and pence terms are outside of the minimum term of their contract with us and will not be entered into a new minimum term contract. We are also not adjusting the annual price change for customers within the minimum term of their contract, something that has been heavily scrutinised recently. We will be contacting customers in the coming weeks with specific information relating to their pricing.

Analysing the UK telecoms market

UK consumers are using more data and getting a better-quality connection year on year from their broadband and mobile providers. The UK mobile and broadband market is highly competitive, with a range of services and choice for consumers. Average data use has almost trebled in recent years, while prices for all but the lowest data allowance bundles have fallen.

These insights are confirmed in Assembly Research’s report, where they have identified the following market trends:

1. Average mobile prices in the UK have fallen by a quarter since 2019, with operators delivering increasing value for money.
   
   
2. Consumers in the UK enjoy increasing value for money in terms of both data consumption and network performance – something Ofcom has publicly acknowledged on more than one occasion.
   
   
3. Telecoms represent just 1.5% share of household weekly expenditure and has been falling year-on-year since 2020.
   
   
4. Mobile prices in the UK continues to compare well to other leading European countries. For example, the prices of a 5GB mobile tariff in the UK are now a third cheaper than they were in 2017.

Investing for our customers

We invest billions of pounds in our networks, our products, our services and customer support. We have won RootMetrics® UK’s Best Network12 years in a row, achieved through continued investment and innovation in EE’s mobile network. Likewise, our full fibre broadband network offers ultra-fast gigabit speeds and ultra-reliable connections for our customers.

We have developed products and services in 2025 to utilise our network innovation to enhance customer experience. EE is the only major network to provide WiFi 7 connectivity as standard, with all of its full fibre broadband packages. Our mobile network provides the UK’s most advanced mobile technology, 5G+delivers a stronger, more reliable mobile signal.

The innovation in our mobile and broadband networks, attract the world’s leading brands to partner with us, giving our customers exclusive connected experiences that enhance their entertainment and protect their gadgets and home through insurance and cyber protection.

The threat of scams and fraud has never been more prevalent, and we are committed to protecting our customers through continued network research and innovation. This includes our industry leadingwork in scam protection and innovation. We have invested millions of pounds in advanced scam protection and education to keep our customers safe. In the last 12 months we have blocked 1.6 billion attempts to access malicious domains, stopped 200 million scam SMS messages, blocked 61 million scam calls, and flagged a further 175 million nuisance and fraud calls to keep customers protected.

Investment in customer satisfaction is vital in a competitive UK telecoms market. In August 2025, Ofcom recognised that EE has having the highest overall customer satisfaction for both mobile and broadband. This is built on the strength of our networks, the products and services to maximise our networks and our customer support which is provided exclusively in the UK.

We are committed to keeping our customers and the UK connected, with affordable options for their mobile and broadband services. At a time when household finances are under pressure from rising costs of living, it is vital that consumers can interact with the digital world we live in. Our commitment ensures they have access to the most reliable and innovative mobile and broadband network technology, with clear and predictable pricing and best in class customer support satisfaction.