Honest Mobile
Honest Mobile is a UK digital-first MVNO offering a primary Classic SIM (from £12.15/month on Three's network) and a Smart SIM backup eSIM (multi-network UK + 180-country roaming) to consumer subscribers, marketed as the UK's first B Corp certified, carbon-negative mobile network.
- Company typePrivate
- Founded2018
- HeadquartersGrantham, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Honest Mobile does
Honest Mobile (legal entity: Honest Enterprises Limited, company number 11648112) is a UK-based mobile virtual network operator (MVNO) founded in 2018 by co-founders Josh and Andy Aitken and headquartered in London. The company offers two core consumer products: the Classic SIM, a primary mobile line with unlimited UK calls/texts and 5G data running on Three's network from £12.15/month, and the Smart SIM, a backup eSIM that connects to all four major UK networks (EE, O2, Three, Vodafone) and provides free roaming in 180+ countries on 500+ apps for £10/month or £45/year. Additional offerings include Family Plans, Data-Only SIM variants (2GB–10GB), and in-app bolt-ons.
The underlying technology is a digital-first MVNO architecture: the company does not own spectrum or towers but leverages carrier wholesale agreements, eSIM provisioning via Telnyx, and a proprietary multi-network switching capability in its mobile application to deliver Smart SIM's automatic fallback and roaming features. Distribution is exclusively direct-to-consumer via the honestmobile.com website and the Honest Mobile iOS/Android app, with eSIM QR-code delivery or physical SIM mail delivery and a 14-day money-back guarantee.
Revenue is generated primarily through recurring monthly and annual SIM subscriptions, supplemented by usage-based international roaming charges (zone-based daily caps from £2–£18.50/day outside the UK). The company has scaled to over 100,000 customers and nearly £4M in turnover as of 2025, following a six-fold growth surge after its BBC Dragons' Den Series 22 appearance and investment from Deborah Meaden and Steven Bartlett. Total disclosed funding is approximately £6M at a £17M post-money valuation, with the company distinguishing itself through B Corp certification, self-declared carbon-negative operations, and a loyalty discount mechanism that reduces bills by up to 30% over time.
Honest Mobile firmographics
Firmographics- Name
- Honest Mobile
- Legal name
- Honest Enterprises Limited
- Website
- https://honestmobile.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Honest Mobile is a UK digital-first MVNO offering a primary Classic SIM (from £12.15/month on Three's network) and a Smart SIM backup eSIM (multi-network UK + 180-country roaming) to consumer subscribers, marketed as the UK's first B Corp certified, carbon-negative mobile network.
- Ownership category
- akta.pro rank
Honest Mobile industry classification
Industry- Product category
- Mobile Telecommunications
- NAICS
- Telecommunications Resellers (517121)
- SIC
- Radiotelephone Communications (4812)
- akta.pro primary industry
- Private LTE/5G Mobile Network Operators (Campus/Industrial) (HDAIAAAE)
Keywords
Where Honest Mobile is headquartered
LocationHeadquarters
- HQ city
- Grantham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Honest Mobile business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Infrastructure, Technology or R&D, Marketing or Sales, Personnel
Revenue model
- Subscription SIM Plans: Monthly and annual subscription fees for Smart SIM and Classic SIM plans. Smart SIM offers monthly (£10) and annual (£45) options. Classic SIM provides flexible plans with 4GB, 10GB, or unlimited data, all with unlimited UK calls and texts. Additional revenue from roaming charges, bolt-ons, and extra charges for usage outside plan allowances.
- International Roaming Services: Revenue from roaming charges when customers travel outside the UK and EU. EU roaming is free for first 5 days per trip, then £2/day. World roaming uses zone-based pricing with daily caps (Zone 1: £7.50/day, Zone 2 & 3: £18.50/day).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Smart SIM monthly plan with unlimited data on 500+ apps |
| Subscription | Annual | Smart SIM annual plan |
| Subscription | Monthly | Classic SIM primary plan with unlimited UK calls, texts and data |
| Subscription | Monthly | Classic SIM Data Only plans |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels11 records
Honest Mobile product offering
Product offeringCore offering
Honest Mobile is a UK MVNO that sells mobile connectivity subscriptions to consumers through two main SIM products: the Smart SIM, a backup eSIM connecting to EE, O2, Three, and Vodafone with free global roaming in 180+ countries across 500+ supported apps; and the Classic SIM, a primary 5G SIM providing unlimited UK calls and texts with a loyalty discount that reduces monthly bills. Both products are activated and managed through the Honest Mobile app and are sold direct-to-consumer via honestmobile.com.
Product overview
Honest Mobile is a UK-based mobile network operator offering two core SIM products: Smart SIM (a backup eSIM providing unlimited data on 500+ apps with free roaming in 180+ countries) and Classic SIM (a primary SIM with unlimited UK calls/texts and 5G). The Smart SIM works alongside users' existing mobile plans as a backup connection, while the Classic SIM serves as the main SIM. Both products are managed through the Honest mobile app, with additional options for family plans, data-only plans, and various bolt-ons. The company positions itself as a B Corp certified, carbon-negative alternative to traditional mobile networks.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Saves up to 30% through loyalty discount over time
- +2 more outcomes
Companies that use Honest Mobile
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Honest Mobile technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Honest Mobile partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- EEcoreNetwork provider for Smart SIM coverage in the UK. Smart SIM connects to EE, O2, Three, and Vodafone networks.
- O2coreNetwork provider for Smart SIM coverage in the UK. Smart SIM connects to EE, O2, Three, and Vodafone networks.
- ThreecorePrimary network provider for Classic SIM (MVNO relationship). Also provides Smart SIM coverage. Three is the underlying carrier network.
- VodafonecoreNetwork provider for Smart SIM coverage in the UK. Smart SIM connects to EE, O2, Three, and Vodafone networks.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Honest Mobile competitors and assessment
Company assessmentDirect peers
- Giffgaff: Long-established UK MVNO on the O2 network, community-led, value-focused consumer brand. Comparable MVNO model targeting price-sensitive UK mobile customers.
- Smarty: UK MVNO operating on the Three network with simple, low-cost SIM-only plans. Most directly comparable to Honest Mobile's Classic SIM in underlying network, customer segment, and digital-first distribution.
- Tesco Mobile: UK MVNO on the O2 network sold through Tesco retail and online. Closely comparable consumer MVNO with strong brand affiliation and digital onboarding.
- VOXI: UK MVNO on the Vodafone network targeting younger consumers with unlimited social data plans. Similar digital-only GTM and end-of-month data propositions as Honest Mobile.
- Lebara: UK MVNO focused on international calling and roaming for migrant and travel-heavy users. Comparable to Honest Mobile's Smart SIM proposition around affordable global roaming.
- Sky Mobile: UK MVNO on the O2 network bundled with Sky TV/broadband. Comparable consumer MVNO model, though distributed via Sky's wider media ecosystem.
- Lyca Mobile: UK MVNO specializing in low-cost international calls and roaming across multiple countries. Overlaps with Honest Mobile on travel-focused value propositions.
Broad incumbents
- Vodafone UK: Major UK MNO providing one of the four network rails for Smart SIM. Direct retail competitor at scale across consumer and B2B segments.
- Three Mobile: UK MNO that provides the underlying network capacity for Honest Mobile's Classic SIM and Smart SIM. Represents both a wholesale partner and the largest direct retail competitor.
- EE: UK's largest MNO and one of the four carriers accessible via Honest Mobile's Smart SIM. Establishes retail benchmark for pricing, 5G coverage, and customer acquisition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Honest Mobile social profiles
Digital presenceHonest Mobile compliance and trust
Trust signalCompliance1 record
Honest Mobile financial estimates
Financial estimateRevenue estimate
Valuation estimate
Honest Mobile leadership team
Management profileNumber of profiles
Profiles2 records
Honest Mobile funding detail
Funding detailFunding overview
Funding rounds4 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Honest Mobile M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Honest Mobile
What does Honest Mobile do?
Honest Mobile is a UK MVNO that sells mobile connectivity subscriptions to consumers through two main SIM products: the Smart SIM, a backup eSIM connecting to EE, O2, Three, and Vodafone with free global roaming in 180+ countries across 500+ supported apps; and the Classic SIM, a primary 5G SIM providing unlimited UK calls and texts with a loyalty discount that reduces monthly bills. Both products are activated and managed through the Honest Mobile app and are sold direct-to-consumer via honestmobile.com.
Is Honest Mobile a public or private company?
Honest Mobile is a private company. It is classified as venture growth investor backed and is currently operating.
When was Honest Mobile founded?
Honest Mobile was founded in 2018. It employs 11 to 50 people.
Where is Honest Mobile based?
Honest Mobile is headquartered in Grantham, United Kingdom, in the Europe region.
How does Honest Mobile make money?
Two revenue lines are on record. Subscription SIM Plans are the primary driver. The others are international Roaming Services.
Who are Honest Mobile's main competitors?
Direct peers on record are Giffgaff, Smarty, Tesco Mobile, VOXI, Lebara, Sky Mobile and Lyca Mobile. Broad incumbents are Vodafone UK, Three Mobile and EE.
Does Honest Mobile have an API?
No public API is recorded for Honest Mobile.
What industry is Honest Mobile in?
Honest Mobile's product category is Mobile Telecommunications. Its primary akta.pro industry code is HDAIAAAE, Private LTE/5G Mobile Network Operators (Campus/Industrial). Its NAICS code is 517121 and its SIC code is 4812.