What Lebara Australia does

Lebara Australia is a prepaid mobile virtual network operator (MVNO) that has operated in Australia since 2009, currently positioned as a value-focused brand under TPG Telecom Limited (ASX: TPM). The service runs on TPG Telecom's Vodafone 4G LTE and 5G network infrastructure, covering more than 24 million Australians, with VoLTE calling and eSIM support available across all plans. Lebara's product portfolio centers on two core prepaid SIM tiers — 28-day plans ranging from $20 to $50 and 365-day plans ranging from $160 to $300 — alongside data-only plans, pay-as-you-go standard rates, and usage-based add-ons for international roaming, international calls and additional data. Differentiating features include up to 500GB of banked unused data, plan stacking for up to 24 months of continuous coverage, 10% Auto Recharge discounts on 28-day plans of $25 and above, BYO number porting, and eSIM activation.

The company serves value-conscious individual consumers, international callers and migrant communities needing affordable overseas calling to up to 50 selected destinations, and data-focused users including those working from home. Distribution is dual-channel: a digital self-serve path via the Lebara website (lebara.com.au) and Lebara App for plan purchase, activation and recharge; and a physical retail network of more than 10,000 outlets across Woolworths, Coles, Big W, Australia Post, BP, Ampol, 7-Eleven, United Petroleum and WHSmith for SIM and recharge voucher purchases. Customer care is provided via phone (1300 126 122 / 126 122) and 24/7 live chat, with shared services and corporate governance supplied by TPG Telecom. In October 2024, Lebara completed its 3G network shutdown, and in early 2025 it doubled its national coverage area, signaling continued investment in the prepaid proposition within TPG's broader telecom portfolio. The Australian entity itself operates with a lean team, while network infrastructure, billing systems and shared corporate functions are provided by the parent.

Name

Lebara Australia

Legal name

TPG Telecom Limited

Website

https://lebara.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Lebara Australia is a prepaid MVNO on TPG Telecom's Vodafone network, offering value-focused 28-day and 365-day mobile plans, data-only plans, and international calling inclusions to Australian consumers via a website/app and 10,000+ retail outlets.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Supply Chain

Revenue model

1. Prepaid Plan Recharges: Customers prepay for mobile service by purchasing SIM plans (28-day or 365-day expiry) or recharge vouchers. Revenue is generated each time a customer recharges their account. Plans include unlimited national talk and text, data allowances, and international call inclusions. The model is entirely prepaid with no postpaid or contract element.
2. Data Add-ons and Add-on Packs: Customers can purchase additional data, international roaming, and international call add-ons on top of their base plan, providing incremental revenue from existing customers.
3. Usage-based Charges (Standard Rates): Out-of-plan usage including international calls (charged per minute), premium SMS/MMS, voicemail retrieval, content and data services, and special numbers (13/1300/1800) generate additional revenue per usage event.
4. SIM Card and Device Sales: Lebara sells SIM starter packs (including $2 SIM options) and occasionally mobile handsets. SIM packs are available online with delivery or in-store at partner retailers.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels8 records

Core offering

Lebara Australia is a prepaid mobile virtual network operator (MVNO) operating on the Vodafone/TPG Telecom network, selling prepaid SIM plans with 28-day or 365-day expiry, data-only plans, and international calling inclusions. The service is targeted at value-conscious individual consumers with no lock-in contracts and provides unlimited national talk and text, data allowances, and international call inclusions to up to 50 selected destinations. Distribution is primarily through the Lebara website and app, supplemented by 10,000+ retail outlets across Australia.

Product overview

Lebara Australia is a prepaid mobile virtual network operator (MVNO) operating on the Vodafone network. The company offers a portfolio of prepaid mobile plans centered around two core SIM plan tiers (28 Day and 365 Day expiry), supplemented by Data Only Plans, add-on services including International Roaming and International Calls, and feature enhancements such as Auto Recharge, eSIM support, Data Banking, and BYO Number porting. All plans can be used with a physical SIM card or eSIM, and customers manage their accounts through the Lebara App or MyLebara online portal.

Differentiator

Problem solved

Functional benefit

Products and services

• 28 Day SIM Plans Prepaid mobile plans with 28-day expiry providing unlimited national standard talk and text, data options, and international call inclusions to up to 50 selected destinations. Plans available in $20, $25, $30, $35, $40, and $50 tiers.
• 365 Day SIM Plans Long-term prepaid mobile plans with 365-day expiry offering unlimited national talk and text, data options, international call inclusions, and the ability to stack/extend plans for up to 24 months. Plans available in $160, $200, $250, and $300 tiers.
• Data Only Plans Prepaid data plans for home or remote work, offering flexible data-only packages with data banking capability of up to 500GB. Targeted at users who prioritize data connectivity without bundled voice services.
• International Roaming Add-on Add-on service enabling international roaming for prepaid plans when traveling outside Australia. Allows customers to use their Lebara service overseas with applicable roaming charges.
• International Calls Add-on Add-on service providing international call inclusions to make calls to overseas destinations from Australia. Included with all prepaid plans for up to 50 selected destinations.
• Standard Plan / PAYG (Pay As You Go) Pay As You Go prepaid service with standard rates for voice, text, and data usage without a bundled plan subscription.
• $2 SIM Starter Pack Physical SIM card available for $2 purchase. To activate, customers must enter a recharge PIN or purchase a plan with a credit card. Available online and at partner retail outlets.
• Lebara Mobile App Mobile application enabling customers to activate SIM, manage accounts, recharge plans, and access customer support. Available on iOS (App Store) and Android (Google Play).

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• WoolworthscoreChannel Partner/ Reseller/ DistributorWoolworths is a major Australian supermarket chain and key retail distribution partner for Lebara SIM cards and recharge vouchers. Lebara SIMs are sold at Woolworths stores and Caltex/Woolworths petrol stations nationwide.
• ColescoreChannel Partner/ Reseller/ DistributorColes is a major Australian supermarket chain and key retail distribution partner. SIM cards and recharge vouchers are available at Coles and Coles Express petrol stations nationwide.
• Big WcoreChannel Partner/ Reseller/ DistributorBig W is an Australian discount department store chain and retail distribution partner for Lebara SIM cards and recharge vouchers.
• Australia PostcoreChannel Partner/ Reseller/ DistributorAustralia Post is a key retail partner for Lebara recharge vouchers, available at over 10,000 outlets across Australia including Australia Post stores.
• United PetroleumminorChannel Partner/ Reseller/ DistributorUnited is an Australian petrol station chain that stocks Lebara recharge vouchers at its convenience store outlets.
• BP AustraliaminorChannel Partner/ Reseller/ DistributorBP petrol stations carry Lebara recharge vouchers at their retail convenience stores across Australia.
• WHSmithminorChannel Partner/ Reseller/ DistributorWHSmith travel retail stores stock Lebara recharge vouchers.
• AmpolminorChannel Partner/ Reseller/ DistributorAmpol petrol stations (formerly Caltex) carry Lebara recharge vouchers at their convenience retail outlets.
• 7-Eleven AustraliaminorChannel Partner/ Reseller/ Distributor7-Eleven convenience stores nationwide stock Lebara SIM cards and recharge vouchers.
• TPG Telecom LimitedcoreStrategic or Co-development PartnerLebara is a brand of TPG Telecom Limited (ABN 76 096 304 620). TPG Telecom is Australia's second-largest telecom company, owning the Vodafone network on which Lebara operates as an MVNO. TPG Telecom provides the underlying network infrastructure, and Lebara operates as a subsidiary/reseller on this network. TPG Telecom also provides shared services including privacy policy, customer care, and corporate governance.
• Vodafone (Network Infrastructure)coreTechnology or IntegrationLebara operates as an MVNO on the Vodafone network owned by TPG Telecom. The network supports 4G LTE and 5G services, covering more than 24 million Australians. Lebara's 3G network was switched off in late 2024 as part of a network upgrade.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Circles.Life Australia: Circles.Life is a digital-first MVNO challenger in Australia offering customizable prepaid and postpaid plans via a mobile app. It competes with Lebara in the digital-native prepaid segment with a stronger app-led onboarding experience but a smaller retail distribution footprint.
• Moose Mobile: Moose Mobile is an Australian MVNO offering prepaid SIM plans with data rollover features and value-focused pricing. It competes with Lebara in the budget prepaid segment, with overlapping feature differentiators around data banking and flexible expiry.
• Felix Mobile: Felix Mobile is a digital MVNO operating on the Telstra network with a sustainability-focused brand positioning and app-led plan management. It competes with Lebara in the modern, digital-first prepaid segment with strong eSIM and self-serve capabilities.

Direct peers

• Boost Mobile Australia: Boost Mobile is an Australian MVNO operating on the Telstra network, offering prepaid mobile plans with unlimited data and international calling inclusions. It directly competes with Lebara on price, plan inclusions, and the value-conscious prepaid segment, with similar self-serve digital GTM.
• Kogan Mobile: Kogan Mobile is an Australian MVNO that has operated on both the Vodafone and Telstra networks, offering low-cost prepaid plans with a digital-first acquisition model. It targets the same value-conscious consumer segment as Lebara and competes on price and simplicity.
• ALDI Mobile: ALDI Mobile is an MVNO operating on the Telstra network, offering prepaid mobile plans distributed through ALDI supermarket stores nationwide. It competes directly with Lebara's value-prepaid positioning and shares the same supermarket-channel distribution model.
• amaysim Australia: amaysim is a long-standing Australian MVNO operating on the Optus network with prepaid SIM plans, data add-ons, and a digital-first self-serve experience. It targets the same value-conscious prepaid consumer base as Lebara with similar plan structures and online activation.
• Belong (Telstra): Belong is Telstra's budget MVNO brand offering prepaid and postpaid SIM plans with simple pricing and online activation. It competes directly with Lebara in the value prepaid segment, leveraging Telstra's network reach as a structural cost and credibility advantage.

Broad incumbents

• TPG Telecom (parent brand): TPG is the lead consumer brand of TPG Telecom Limited, the parent company that owns Lebara. TPG offers a full suite of broadband and mobile services and competes with Lebara indirectly by anchoring the parent group's mass-market positioning.
• Vodafone Australia (TPG Telecom): Vodafone Australia is the flagship consumer brand of Lebara's parent company TPG Telecom, offering full postpaid and prepaid mobile plans on the same network Lebara uses as an MVNO. It is the broad incumbent that Lebara sits underneath within the TPG portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LebaraAU
• LinkedInlinkedin.com/company/lebara-australia

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 Lebara Australia