iD Mobile
iD Mobile is a UK mobile virtual network operator (MVNO) trading under Currys Group Limited, delivering pay monthly, SIM only, PAYG, and handset sales over the Three network to 2.5M+ value-conscious UK consumers.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What iD Mobile does
iD Mobile is a UK-based mobile virtual network operator (MVNO) that operates as a trading name of Currys Group Limited (LSE: CURY), delivering mobile services over the Three network's infrastructure. The company serves value-conscious UK consumers by offering 24-month handset contracts (Pay Monthly Phones), SIM only deals on 1, 12, and 24-month terms, Pay As You Go, and outright SIM-free devices, alongside accessories and refurbished handsets. It reports more than 2.5 million subscribers and claims 99% UK population 4G coverage via Three, with 5G available in more than 400 locations and inclusive roaming in 50 destinations. Differentiation is built on transparent value pricing, fixed-price SIM only plans with no annual increases, and features such as Data Rollover, Bill Capping, Wi-Fi Calling, and eSIM support.
The revenue model is anchored in recurring subscriptions across Pay Monthly and SIM only contracts, supplemented by usage-based PAYG top-ups and one-time hardware sales (SIM-free and refurbished phones). Go-to-market is primarily direct-to-consumer via idmobile.co.uk and the iD Mobile app, with channel distribution through Currys' physical retail stores and online channels, and demand-generation partnerships with Uswitch, Trusted Reviews, and Which?. The brand has accumulated consecutive award recognition from Which? (Great Value, 2023–2025), Usswitch (Best Network for Data, Best Contract Value for Money, 2024), and Trusted Reviews (Best Value Network, Best Network for Roaming, 2024–2025), reinforcing its value-segment positioning. Underlying technology is a standard MVNO stack: voice, SMS, and data carried over the Three radio network, with proprietary billing, customer management, and self-service layers delivered through web and mobile app; no proprietary AI/ML capabilities are disclosed.
iD Mobile firmographics
Firmographics- Name
- iD Mobile
- Legal name
- iD Mobile (trading name of Currys Group Limited)
- Website
- https://idmobile.co.uk
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- iD Mobile is a UK mobile virtual network operator (MVNO) trading under Currys Group Limited, delivering pay monthly, SIM only, PAYG, and handset sales over the Three network to 2.5M+ value-conscious UK consumers.
- Ownership category
- akta.pro rank
iD Mobile industry classification
Industry- Product category
- Mobile Telecommunications
- NAICS
- Telecommunications Resellers (517121)
- SIC
- Radiotelephone Communications (4812)
- akta.pro primary industry
- Consumer Mobile Network Operators (Retail MNOs) (HDAIAAAA)
Keywords
Where iD Mobile is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
iD Mobile business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Pay Monthly Phone Contracts: 24-month installment plans for smartphones where customers pay monthly fees that include the handset cost plus voice, text, and data allowances. Monthly payments range from approximately £18.99 to over £59.99 depending on device and plan tier.
- SIM Only Contracts: Monthly recurring plans providing only voice, text, and data services without a handset. Available in 30-day, 12-month, and 24-month terms with prices ranging from £6 to £18 per month depending on data allowance.
- Pay As You Go: Flexible top-up model allowing customers to pay only for what they use through bundles or credit, with no contract or credit check required.
- SIM Free Handsets: One-time purchase of unlocked phones with no network attachment, sold at varying price points from budget to flagship models.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Pay Monthly Phone Contracts from £18.99/month with 24-month terms |
| Subscription | Monthly | SIM Only Plans from £6/month with flexible terms |
| One time/ perpetual license | Pay-as-you-go | SIM Free Handsets from £33.99 to £1999 |
| Subscription | Monthly | Refurbished Phones from £16.99/month |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
iD Mobile product offering
Product offeringCore offering
iD Mobile is a UK mobile virtual network operator (MVNO) that sells mobile telecommunications services over the Three network infrastructure. Its core offerings are Pay Monthly phone contracts (24-month handset bundles with voice, text, and data), SIM Only deals (1-, 12-, and 24-month plans without a handset), Pay As You Go top-ups, SIM Free unlocked handsets, Refurbished Phones, and accessories. The company targets value-conscious UK consumers with features including Data Rollover, Bill Capping, fixed-price SIM Only, and inclusive roaming in 50 destinations.
Product overview
iD Mobile is a UK-based mobile virtual network operator (MVNO) that operates as a sub-brand of Currys Group Limited, providing mobile telecommunications services over the Three network. The core offering is a portfolio of mobile plans centered on Pay Monthly Phones (24-month handset contracts), SIM Only Deals (contract lengths of 1, 12, or 24 months), and Pay As You Go options. These are complemented by eSIM for digital SIM access, Refurbished Phones for eco-conscious and budget buyers, and SIM Free Phones for outright device purchases. Supporting features include Data Rollover, Bill Capping, Wi-Fi Calling, and Roam Free (50-destination inclusive roaming), all delivered through the iD Mobile App and supported by a Trade-in Service for device upgrades. The company positions itself on award-winning value, fixed-price SIM only plans endorsed by Which?, and savings versus major UK networks.
Differentiator
Problem solved
Functional benefit
Products and services
- Pay Monthly Phones
Quantifiable outcome
- Average customer savings of £350/year vs major UK networks based on 6600 price comparisons
- +3 more outcomes
Companies that use iD Mobile
Customer profileSegments2 records
Ideal customer profiles1 record
iD Mobile technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
iD Mobile partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Three (Network Infrastructure)coreiD Mobile operates as an MVNO utilizing the Three network infrastructure for all mobile services including voice, text, and data. This partnership provides 99% UK population 4G coverage and 5G connectivity in over 400 UK locations. All network services are delivered over Three's infrastructure.
- Currys Group LimitedcoreiD Mobile is a trading name of Currys Group Limited, one of the UK's largest technology retailers. Currys provides retail distribution through physical stores, online retail via currys.co.uk, customer service infrastructure, and brand credibility. The partnership enables iD Mobile to leverage Currys' established retail network and customer trust.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
iD Mobile competitors and assessment
Company assessmentDirect peers
- Smarty: UK MVNO operating on the same Three network infrastructure as iD Mobile, competing directly in the value-conscious SIM only / 4G+5G segment. Closest like-for-like competitive peer given identical host network and overlapping product set.
- Giffgaff: Major UK MVNO on the O2 network, recognized for value pricing and community-based support. Comparable direct competitor to iD Mobile on price-led positioning, SIM only plans, and digital-first customer service.
- Tesco Mobile: UK MVNO operated in partnership with Tesco on the O2 network, mirroring iD Mobile's retail-distribution-backed model and price-led proposition. Directly comparable structure: large non-telco parent + MVNO on incumbent's network.
- Sky Mobile: UK MVNO on the O2 network run by Sky (Comcast). Direct competitor offering similar pay-monthly handset bundles, SIM only deals and inclusive perks, competing in the same value tier with consumer-brand backing.
- Lebara Mobile: UK MVNO on Vodafone's network targeting value-conscious and international-calling-focused consumers. Comparable peer on price-led positioning and Pay As You Go / short-contract flexibility.
- VOXI: Vodafone-owned UK MVNO sub-brand targeting youth and digitally-native customers with unlimited social data plans. Comparable peer as a captive-network MVNO sub-brand competing for the same value-conscious segment.
Broad incumbents
- Three UK: Host network for iD Mobile (MVNO agreement) and one of the four major UK MNOs. Competes indirectly with iD Mobile at the higher price tier and sets wholesale economics that determine iD Mobile's margin profile.
- EE: One of the four major UK MNOs (BT-owned) and a primary price benchmark in iD Mobile's £350/year-savings comparison. Competes broadly in consumer mobile but as a premium incumbent across all plan tiers.
- Vodafone UK: One of the four major UK MNOs and a primary price benchmark in iD Mobile's 6,600-comparison savings claim. Competes broadly across the same consumer mobile market at the premium tier.
- O2: One of the four major UK MNOs (Telefónica-owned), compared directly in iD Mobile's pricing analysis. Parent/host of multiple competing MVNOs (Giffgaff, Tesco Mobile, Sky Mobile) competing with iD Mobile for the same customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
iD Mobile social profiles
Digital presenceiD Mobile financial estimates
Financial estimateRevenue estimate
Valuation estimate
iD Mobile leadership team
Management profileNumber of profiles
iD Mobile funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
iD 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 iD Mobile
What does iD Mobile do?
iD Mobile is a UK mobile virtual network operator (MVNO) that sells mobile telecommunications services over the Three network infrastructure. Its core offerings are Pay Monthly phone contracts (24-month handset bundles with voice, text, and data), SIM Only deals (1-, 12-, and 24-month plans without a handset), Pay As You Go top-ups, SIM Free unlocked handsets, Refurbished Phones, and accessories. The company targets value-conscious UK consumers with features including Data Rollover, Bill Capping, fixed-price SIM Only, and inclusive roaming in 50 destinations.
Is iD Mobile a public or private company?
iD Mobile is a private company. It is classified as public and is currently operating.
When was iD Mobile founded?
iD Mobile was founded in 2015. It employs 51 to 100 people.
Where is iD Mobile based?
iD Mobile is headquartered in London, United Kingdom, in the Europe region.
How does iD Mobile make money?
Four revenue lines are on record. Pay Monthly Phone Contracts are the primary driver. The others are SIM Only Contracts, pay As You Go and SIM Free Handsets.
Who are iD Mobile's main competitors?
Direct peers on record are Smarty, Giffgaff, Tesco Mobile, Sky Mobile, Lebara Mobile and VOXI. Broad incumbents are Three UK, EE, Vodafone UK and O2.
Does iD Mobile have an API?
No public API is recorded for iD Mobile.
What industry is iD Mobile in?
iD Mobile's product category is Mobile Telecommunications. Its primary akta.pro industry code is HDAIAAAA, Consumer Mobile Network Operators (Retail MNOs). Its NAICS code is 517121 and its SIC code is 4812.