Beeline

What Beeline does

Cellfie (operating under the legacy Beeline brand identity in its mobile app and app store listings) is a licensed mobile telecommunications operator headquartered at Bambis Rigi #8 in Tbilisi, Georgia. The company is legally registered as LLC "Self Mobile" (შპს სელფი მობაილ) under Georgian identification code 204450584 and operates exclusively in the domestic Georgian market as one of three GSM carriers (alongside MagtiCom and Silknet/GeoCell). Its service portfolio is built on a 4G/LTE and 5G radio access network with VoLTE voice capability and eSIM activation, supported by a self-service mobile application (MyCellfie / MyBeeline-Georgia), a consumer website (cellfie.ge), and physical retail stores.

Cellfie's commercial offering centers on three prepaid tariff plans billed in Georgian Lari — Mini at ₾7/month (1.5 GB data, unlimited on-net calls, 100 minutes to other operators, unlimited SMS), Pro at ₾17/month (7 GB data, 500 minutes to all networks, unlimited SMS), and Maxi at ₾25/month (20 GB data, unlimited calls to all networks, unlimited SMS) — all with automatic monthly renewal and a five-day grace period. Out-of-bundle rates are ₾0.20/min, ₾0.25/MB, ₾0.06/SMS, with a ₾0.15 call connection fee. The company also generates revenue from international roaming with regionally differentiated rates (covering Europe, Asia, USA/Canada, Russia, Ukraine/Armenia/Belarus/Moldova, Central Asia, and other regions), a dedicated B2B portal serving business customers, and value-added services including gaming (games.cellfie.ge), sports content, and customizable mix bundles.

Distribution is multi-channel: the cellfie.ge website and MyCellfie app handle direct consumer activation and top-ups, USSD codes (*200*31#, *200*33#, *200*34#) provide instant tariff switching, and physical retail stores distribute SIM cards and devices. Specialized portals include travels (inbound travel eSIM for international visitors) and roamingpass.ge (outbound roaming packages). The company maintains a brand presence on Facebook, Instagram, and YouTube under the Cellfie handle and runs periodic WOW Days promotional campaigns. Ownership structure beyond the Georgian LLC registration is not publicly disclosed in available source material.

Name

Beeline

Legal name

შპს სელფი მობაილ (LLC Self Mobile)

Website

https://beeline.ge

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Cellfie (formerly Beeline Georgia) is a licensed mobile telecommunications operator in Georgia offering prepaid voice, SMS, data, 5G, eSIM, and roaming services to mass-market consumers and business customers through tariff plans, a self-service app, retail stores, and dedicated travel and B2B portals.

Ownership category

akta.pro rank

Product category

Mobile Telecommunications

NAICS

Wireless Telecommunications Carriers (except Satellite) (517112)

SIC

Radiotelephone Communications (4812)

akta.pro primary industry

Mobile Roaming & Interconnect Services (roaming hubs, IREG/TADIG, clearing) (HDAIAEAE)

Keywords

• Mobile telecommunications
• Prepaid mobile services
• Mobile network operator
• International roaming
• ESIM services

Headquarters

HQ city

Tbilisi

HQ country

Georgia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Infrastructure, Technology or R&D, Personnel, Marketing or Sales, Operations, Supply Chain

Revenue model

1. Mobile Subscription Services: Monthly prepaid tariff plans (Mini, Pro, Maxi) providing bundled voice minutes, SMS, and data packages with automatic renewal capability. Revenue generated through recurring subscription fees paid by subscribers for airtime, data packages, and value-added services.
2. Pay-as-you-go Services: Per-use charges for voice calls (0.20₾/minute), data (0.25₾/MB), and SMS (0.06₾) when bundle allowances are exhausted. Connection fee of 0.15₾ per call. Revenue from consumption beyond included plan allocations.
3. International Roaming: Roaming services for subscribers traveling abroad, with differentiated rates by destination region (Europe/Asia, USA/Canada, Russia, Ukraine/Armenia/Belarus/Moldova, Central Asia, and other regions).
4. B2B Enterprise Services: Business-focused telecommunications services including dedicated business tariffs and solutions for corporate customers, served through the B2B portal.
5. Value-Added Services: Additional services including mix packages, gaming, sports content, applications, and special number services generating supplementary revenue streams.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Cellfie (operating in Georgia under the Beeline brand) is a mobile telecommunications operator providing prepaid voice, SMS, and mobile data services over 4G/LTE and 5G networks. The company sells three core monthly tariff plans (Mini, Pro, Maxi) with bundled minutes, SMS, and data, alongside eSIM activation, international roaming, travel eSIM for inbound travelers, number purchase and porting, and international calling services. Customers manage their accounts via the MyCellfie mobile app, the cellfie.ge website, physical retail stores, and USSD self-service codes.

Product overview

Cellfie (operating under the Beeline brand in Georgia) is a mobile telecommunications operator offering a unified product portfolio centered on mobile services. The core offering consists of three tariff plans (Mini, Pro, Maxi) providing voice, SMS, and data services with automatic renewal. Supporting products include eSIM technology, 5G network access, and VoLTE services. Additional value-added services include Travel eSIM for international travelers, data bundles, roaming services, Mix Packages, and international calling. The MyCellfie mobile app (available on Google Play and App Store) serves as the primary self-service platform for subscribers to manage their accounts, activate services, and access special offers. The company also provides number purchase and porting services for customer acquisition.

Differentiator

Problem solved

Functional benefit

Products and services

• Mini Tariff Plan Entry-level prepaid monthly tariff plan priced at 7₾ per month, providing 1.5 GB of mobile data, unlimited on-network voice calls, 100 minutes to other Georgian mobile operators, and unlimited on-network SMS. Targeted at price-sensitive individual subscribers and small users in Georgia.
• Pro Tariff Plan Mid-tier prepaid monthly tariff plan priced at 17₾ per month, providing 7 GB of mobile data, 500 minutes to all other Georgian networks, and unlimited SMS. Targeted at moderate-to-heavy individual mobile users in Georgia.
• Maxi Tariff Plan Premium prepaid monthly tariff plan priced at 25₾ per month, providing 20 GB of mobile data, unlimited voice minutes to all Georgian networks, and unlimited SMS. Targeted at heavy individual mobile users and power data consumers in Georgia.
• eSIM Electronic SIM card product that enables subscribers to activate Cellfie mobile service without a physical SIM card, including the ability to replace an existing physical SIM with an eSIM. Targeted at new and existing Georgian mobile subscribers who want instant, contactless activation.
• Number Purchase Service allowing customers to select and purchase a new Cellfie mobile phone number, including numbers compatible with eSIM activation. Targeted at new subscribers joining the Cellfie network.
• Number Porting Service enabling customers to transfer their existing Georgian mobile phone number from another operator to Cellfie while keeping the same number. Targeted at subscribers switching operators in Georgia.
• Travel eSIM Dedicated prepaid eSIM mobile data service targeted at international travelers visiting Georgia, sold through the travelesim.ge portal and powered by the roamingpass.ge roaming platform.
• International Roaming International roaming service for Cellfie subscribers traveling outside Georgia, with usage-based rates differentiated by destination region including Europe/Asia, USA/Canada, Russia, Ukraine/Armenia/Belarus/Moldova/Central Asia, and other regions. Targeted at outbound Georgian travelers.
• International Calls International voice calling service from Georgia to countries including Ukraine, Armenia, Belarus, Moldova, Central Asian states, Europe, Asia, USA, Canada, and Russia, with usage-based per-minute pricing per destination region. Targeted at Georgian subscribers making cross-border voice calls.
• B2B Enterprise Mobile Services Business-focused mobile telecommunications services offered through a dedicated B2B portal, including corporate tariffs and mobile solutions for company employees. Targeted at Georgian business and enterprise customers with corporate mobile communications needs.

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Kyivstar: Kyivstar is the largest mobile operator in Ukraine, also historically part of the VEON group. It serves a comparable prepaid/postpaid consumer base in a neighboring CIS country with similar tariff structures and roaming corridors relevant to Georgian outbound travelers.
• Tele2 (Kazakhstan / altel): Tele2 Kazakhstan is a CIS-region mobile operator serving prepaid consumer and B2B segments in a comparable economic and regulatory environment. It is relevant for benchmarking Cellfie's tariff ladder, digital self-service app, and roaming economics in the broader CIS context.
• VivaCell-MTS: VivaCell-MTS is the leading mobile operator in Armenia with similar 4G/5G, prepaid tariff, and roaming offerings. It serves the immediately adjacent Caucasus market and competes for cross-border Caucasus traveler roaming revenue alongside Cellfie.

Direct peers

• Magticom: Magticom is the largest mobile network operator in Georgia, offering 4G/5G voice, data, and B2B services to consumers and businesses. It is the most directly comparable domestic competitor to Cellfie across product portfolio, target customer segments, and tariff structure.
• Myphone (G-Mobile): G-Mobile is a Georgian mobile operator serving consumer subscribers with prepaid and tariff-based plans. It operates in the same regulatory and competitive environment as Cellfie with directly comparable voice, SMS, and data products.
• Silknet (Syla): Silknet is a major Georgian fixed/mobile converged operator providing mobile, broadband, and TV services. It competes head-to-head with Cellfie in the Georgian consumer and SME segments and shares the same prepaid/postpaid mobile economics.

Emerging players

• Airalo: Airalo is a leading global travel eSIM marketplace serving international visitors across 200+ countries. It is a comparable offering to Cellfie's Travel eSIM product from the perspective of inbound travelers choosing regional connectivity at destination.
• Holafly: Holafly is an international travel eSIM provider offering unlimited-data eSIMs for travelers across many destinations. It competes with Cellfie's Travel eSIM for inbound tourist connectivity wallet share and shares the same digital, app-driven distribution model.
• Globaltel (eSIM.gt / Yesim): Globaltel operates regional travel eSIM and connectivity services with reach into Caucasus and Central Asia. It overlaps with Cellfie's Travel eSIM product line and competes for inbound tourist connectivity revenue in the same geographic corridor.

Broad incumbents

• VEON Ltd. VEON is the multinational telecom group that historically operated the Beeline brand across CIS and emerging markets. It is comparable to Cellfie via the shared Beeline brand heritage, similar prepaid/tariff model, and shared regional operating playbook in CIS markets.

Market position

Strengths2 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@cellfiege
• Facebookfacebook.com/cellfie.ge
• Instagraminstagram.com/cellfie.ge
• LinkedInlinkedin.com/company/veon-georgia

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beeline