Belong

What Belong does

Belong is an Australian consumer telecommunications brand that operates as a wholly-owned division of Telstra Limited (ABN 64 086 174 781). It provides no-lock-in mobile plans, unlimited-data NBN broadband plans, and standalone data-only plans to Australian consumers, positioning itself as the value-tier alternative within the Telstra group. Customers can purchase and self-manage service entirely online through the Belong website and mobile app, or acquire physical SIM cards through major Australian retailers including Coles, Woolworths, JB Hi-Fi, Officeworks, The Good Guys, and Big W.

The underlying technology relies on Telstra's mobile network infrastructure for 4G and 5G connectivity, with Belong functioning as a mobile virtual network operator (MVNO) for mobile services and a retail service provider over the nbn for broadband. The product surface includes eSIM digital activation, VoLTE (Voice over LTE) for post-3G voice continuity, Wi-Fi Calling for coverage extension, Message2Txt voicemail transcription, and the SMS Scam Filter — a machine-learning-based threat detection system operated by Telstra's security team that screens SMS traffic before reaching customers. Payment processing supports Visa, Mastercard, and PayPal.

Belong's business model is built on recurring monthly subscription fees for mobile and NBN plans, supplemented by usage-based revenue streams: data top-ups ($10 per 5GB), international roaming travel packs ($30 for 15 days with 3GB data and 150 minutes across 45+ destinations), and add-on subscriptions such as international calls and SMS to selected destinations ($5 per month). Pricing is intentionally simple and transparent with no lock-in contracts and no credit checks, and the company emphasizes self-service account management as the primary customer interaction mode. Customer segments span individual consumers, data-only device users, home internet subscribers, and customers requiring enhanced support programs including financial hardship assistance, domestic and family violence support, First Nations services, and interpreter access.

Name

Belong

Legal name

Telstra Limited

Website

https://belong.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Belong is an Australian consumer telecommunications brand and 100% Telstra-owned division offering no-lock-in mobile, NBN broadband, and data plans over Telstra's network. It serves price-conscious Australian consumers through direct-to-consumer digital channels and major retail partners.

Ownership category

akta.pro rank

Product category

Mobile Telecommunications Services

NAICS

Telecommunications Resellers (517121)

akta.pro primary industry

Numbering, DID, Porting & Carrier-of-Record Services (HDAIAHAK)

Keywords

• Mobile plans
• NBN internet
• Prepaid SIM
• Home broadband
• Data plans

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mobile Plans: Monthly subscription fees for mobile phone plans with included data, calls, and SMS. Customers can change plans once per billing cycle. Plans include unlimited standard national calls and texts.
2. Data Top-ups: One-time data purchases of 5GB for $10 when customers need additional data mid-billing cycle.
3. International Roaming Packs: Travel packs providing 3GB data, 150 minutes of calls, and unlimited SMS for use in over 45 destinations. Valid for 15 days once activated, priced at $30.
4. International Calls Add-on: $5 monthly add-on for unlimited international calls and texts to selected destinations including Bangladesh, India, and USA.
5. Data Plans: Standalone data-only plans for devices like tablets and hotspots without phone service.
6. NBN Internet Plans: Unlimited data internet plans using the nbn network infrastructure.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Belong is a digital-first Australian telecommunications brand that sells prepaid SIM-only mobile plans, NBN home internet, and data-only SIM plans directly to individual consumers. Belong operates as a mobile virtual network operator (MVNO) leasing capacity from Telstra's mobile network, enabling budget-oriented, no-contract service delivery through an online self-service model.

Product overview

Belong is a budget telecommunications brand operated by Telstra, offering a portfolio of mobile, internet, and data plan products. The core offerings consist of no-lock-in mobile plans and nbn internet plans, supplemented by standalone data plans. Key add-on services include eSIM technology for instant digital activation, International Roaming travel packs ($30 for 15 days with 3GB data and 150 minutes), and International Calls & Text add-ons ($5/month to Bangladesh, India, and USA). All mobile services utilize parts of Telstra's network infrastructure, providing access to 4G and 5G connectivity. The company targets cost-conscious consumers seeking simple, self-manageable telecommunications services.

Differentiator

Problem solved

Functional benefit

Products and services

• SIM-only mobile plans Prepaid SIM-only mobile plans providing voice, SMS, and data allowances on Telstra's network, sold to individual Australian consumers on a no-contract, monthly basis.
• NBN home internet National Broadband Network (NBN) home internet plans delivered to Australian households, providing fixed-line broadband with no lock-in contracts and no setup fees.
• Data-only SIM plans Prepaid data-only SIM plans for tablets, mobile hotspots, and other data devices, providing mobile data without voice or SMS allowances.
• eSIM activation Digital eSIM provisioning and activation allowing customers to activate Belong mobile plans on compatible eSIM-capable devices without a physical SIM card.
• International roaming add-ons Add-on international roaming packs that provide data, voice, and SMS allowances for Belong mobile customers when traveling outside Australia.

Quantifiable outcome

• Over 100 million scam calls blocked through Telstra's Cleaner Pipes initiative
• +1 more outcomes

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and support.

• TelstracoreStrategic or Co-development PartnerBelong is 100% owned by Telstra and operates as a division of Telstra Limited. Belong uses parts of Telstra's mobile network infrastructure, benefiting from Telstra's extensive 4G and 5G coverage across Australia. Belong also leverages Telstra's security infrastructure including scam protection technology and the SMS Scam Filter.
• The Hello Co.supportImplementation/ SI/ Consulting PartnerInterpreter service partnership providing translation and interpretation services for Belong customers who need support in languages other than English. Customers can call 1300 384 663 (8am-8pm AEST, Monday to Sunday) to speak to Belong via an interpreter.
• Retail PartnerssupportChannel Partner/ Reseller/ DistributorPhysical SIM cards distributed through major Australian retail chains: Coles, Woolworths, JB Hi-Fi, Officeworks, The Good Guys, and Big W. These partners provide physical retail presence for customer acquisition and SIM replacement needs.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ALDI Mobile: Australian MVNO also leveraging Telstra's network, distributed through ALDI supermarkets — directly comparable budget prepaid model with retail-led acquisition.
• Circles.Life Australia: Digital-first Australian MVNO offering customizable plans, comparable to Belong's self-serve model and targeting similar price-conscious segments.
• Boost Mobile Australia: Australian MVNO operating on the Telstra network with a similar value-focused, no-contract mobile offering. Closest direct competitor given shared network infrastructure and budget positioning.
• Moose Mobile: Australian MVNO offering budget prepaid and SIM-only plans via online channels — comparable subscriber profile and operating model to Belong.
• Lebara Mobile Australia: Australian MVNO focused on international calling and migrant communities — relevant peer given Belong's international calling and roaming add-ons.
• Felix Mobile: Australian digital-first MVNO on Telstra's network targeting younger consumers with simple plans — comparable business model and target customer to Belong.
• Kogan Mobile: Australian MVNO positioned as a low-cost online-only mobile brand, with comparable digital GTM and budget pricing to Belong.

Broad incumbents

• TPG Telecom: Major Australian fixed-line and mobile operator (now including Vodafone) — broader incumbent offering mobile, broadband, and bundled services overlapping Belong's portfolio.
• Optus: Australia's second-largest carrier offering mobile and nbn services nationwide — broader incumbent that Belong competes against for both mobile and home internet customers.
• Vodafone Australia: Australian mobile operator (now part of TPG) competing across prepaid and postpaid segments — broader incumbent providing alternative mobile options to Belong customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/belong.com.au
• Xx.com/belongau

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 Belong