What Cellfie Mobile does

Cellfie Mobile is a privately held Georgian mobile network operator headquartered in Tbilisi that serves approximately 1.42 million subscribers across Georgia. The company was founded in 2008 as Beeline Georgia under the Veon Group and was rebranded to Cellfie Mobile, later becoming an official partner of the Vodafone Group in December 2024. Cellfie was the first operator in Georgia to launch both 4G/LTE (2016) and 5G (2024) technologies, and operates a modernized mobile network with VoLTE, eSIM, and a self-service stack spanning the MyCellfie mobile app, USSD codes, and in-store terminals.

The company's product portfolio centers on tiered monthly tariff plans (Mini, Plus, Pro, Maxi) priced between 7 and 25 Georgian Lari per 30 days, supplemented by one-time and recurring data bundles (including app-zero-rated Connect and Play packages), unlimited short-term and annual plans, Europe and World roaming packages, and value-added services such as call waiting, number identification, and fraud protection. Distribution combines a branded retail network of 19+ stores across Tbilisi, Batumi, Kutaisi, Zugdidi, and Senaki (including airport locations and Tbilisi Mall), an e-commerce website (cellfie.ge), and a mobile app; number porting from competing operators is offered free of charge. Travel eSIM is sold through a separate travelesim.ge portal, and the company launched the first loyalty platform in Georgian telecommunications in February 2025 as a localized adaptation of Vodafone's loyalty technology.

Cellfie's go-to-market is direct-to-consumer with a secondary B2B offering for corporate clients. Revenue is generated primarily through recurring monthly subscriptions and usage-based services (voice, data, SMS, roaming), supplemented by device and accessory sales in retail stores and one-time fees for new eSIM profiles (5 GEL). The company has positioned itself on a premium technology and compliance footing, becoming the first Georgian company to obtain ISO 37001 and ISO 37301 certifications in 2025, and has invested in network upgrades (23% greater coverage in Western Georgia, up to 50% faster speeds in Tbilisi announced June 2026) and a refreshed leadership team, including a new CEO appointed in April 2025.

Name

Cellfie Mobile

Legal name

Cellfie Mobile LLC

Website

https://cellfie.ge

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

Cellfie Mobile is a privately held Georgian mobile network operator headquartered in Tbilisi, serving 1.42 million subscribers with 4G/LTE and 5G services, tiered tariff plans, eSIM, roaming, and a Vodafone Group-backed loyalty platform.

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 Wholesale & Roaming Providers (Interconnect, IOT, Roaming Hubs) (HDAIAAAD)

akta.pro secondary industry

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

Keywords

• Mobile telecommunications services
• Mobile voice and data
• International roaming packages
• Mobile tariff plans
• Digital eSIM services

Headquarters

HQ city

Tbilisi

HQ country

Georgia

HQ region

Asia

Offices19 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Mobile Service Subscriptions: Monthly tariff plans (Mini, Plus, Pro, Maxi) providing voice minutes, SMS, and data allocations with automatic renewal options.
2. Data Packages: One-time and recurring internet data packages including daily, weekly, monthly, and multi-month options with various data volumes and app-specific packages.
3. Unlimited Tariffs: Premium unlimited calling and data plans ranging from 1-day to annual validity with tiered pricing.
4. Roaming Services: International roaming packages for Europe and World destinations, including data, voice, and SMS services while traveling abroad.
5. eSIM and SIM Sales: Sale of eSIM profiles (5 GEL) and physical SIM cards for new customers and porting users.
6. Value-Added Services: Additional services including call waiting, number identification, hidden number, roaming barring, and premium content services.
7. International Calls: International calling services with per-minute rates to various countries and regions.
8. Device and Accessory Sales: Sale of mobile devices and accessories through Cellfie retail stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Cellfie Mobile is a Georgian mobile network operator that provides mobile telecommunications services including voice calling, SMS, mobile internet, international roaming, eSIM digital SIM services, and value-added services such as VoLTE and a loyalty platform. The company sells tiered monthly subscription tariff plans (Mini, Plus, Pro, Maxi), standalone data and unlimited internet packages, app-specific social/streaming bundles, Europe and World roaming packages, and dedicated business mobile plans for corporate customers. Services are delivered through a 4G/LTE and 5G mobile network fully aligned with European standards.

Product overview

Cellfie Mobile is a Georgian mobile operator offering a comprehensive telecommunications portfolio. The core offering centers on the MyCellfie App as the primary subscriber management platform, supported by tiered tariff plans (Mini, Plus, Pro, Maxi) providing voice, SMS, and data services. The product suite includes data bundles with social media and streaming app integrations (Connect, Play packages), unlimited internet options, and roaming packages for Europe and worldwide destinations. Technical services include 5G, VoLTE, eSIM (including Travel eSIM), and number portability. The company serves both consumer and B2B segments, with periodic promotional campaigns through WOW Days. Cellfie was the first operator in Georgia to launch 4G/LTE and 5G, and became a Vodafone Group partner in December 2024.

Differentiator

Problem solved

Functional benefit

Products and services

• Mobile Tariff Plans (Mini, Plus, Pro, Maxi) Tiered monthly subscription plans for individual consumers providing bundled voice, SMS, and mobile data allocations with automatic renewal. Mini (₾7): 1.5 GB data, unlimited on-network minutes, 100 minutes to other operators. Plus (₾10): 2 GB data, 300 minutes to other operators. Pro (₾17): 7 GB data, 500 minutes to all networks. Maxi (₾25): 20 GB data, unlimited minutes to all networks. All plans include unlimited SMS and are valid for 30 days with auto-renewal.
• Connect Data Bundle Monthly social data bundle (₾10/30 days) providing 3 GB general data plus unlimited zero-rated usage of WhatsApp, Messenger, Instagram, and Facebook without consuming data allowance. Targeted at consumers who heavily use social messaging apps.
• Play Data Bundle Monthly entertainment data bundle (₾15/30 days) providing unlimited zero-rated usage of YouTube, TikTok, Spotify, and Netflix without consuming data allowance, plus additional data allocation. Targeted at consumers who consume streaming media.
• Internet Data Bundles Standalone mobile internet data packages offered in volume tiers from 1500 MB (₾5) up to 150 GB (₾28), plus a 300 GB Premium Internet package (₾50/90 days with 100 GB monthly plus unlimited night data 00:15-08:00). All packages priced per 30 days.
• Unlimited Internet Unlimited data packages with flexible durations: 1 day (₾2), 7 days (₾8), 14 days (₾14), 30 days (₾26). A separate Night Unlimited option provides unlimited data between 00:15-08:00 for ₾2 over 14 nights.
• Europe Roaming Packages 30-day international roaming data packages for European destinations and Turkey, with options from 1 GB (₾10) to 10 GB (₾65). Packages include free data-free usage of Google Maps, Uber, Bolt, WhatsApp, Messenger, and the MyCellfie app. Targeted at Georgian travelers visiting Europe.
• World Roaming Packages 30-day international roaming data packages valid in 70+ countries across the Americas, Asia, the Middle East, and other regions, with options from 1 GB (₾15) to 10 GB (₾100). Targeted at Georgian travelers visiting destinations outside Europe.
• eSIM Service Digital eSIM service for instant activation without a physical SIM card. Available for new number purchase, porting customers, and SIM-to-eSIM conversion. Compatible with eSIM-enabled devices from Apple, Samsung, Google, Huawei, Honor, Xiaomi, Motorola, and others. eSIM profile fee is ₾5.
• Travel eSIM Traveler-focused eSIM service providing international roaming data packages via the dedicated travelesim.ge portal. Targets inbound travelers visiting Georgia and outbound Georgian travelers needing international data before or during travel.
• Number Portability Service Number porting service enabling customers to transfer their existing Georgian phone number from competitors (Silknet, Magticom, Globalcell, Servicebox Mobile, Hallo) to Cellfie Mobile. Porting is free and supports eSIM issuance at ₾0. Available both online and in-store.
• Number Purchase Service Service for new customers to acquire a Cellfie phone number with options for eSIM or physical SIM card delivery. Available online and through retail stores.
• Business Mobile Services (B2B) Dedicated B2B mobile telecommunications services for Georgian companies and organizations. Includes custom enterprise tariffs, corporate data packages, dedicated business support, and special corporate offers. Addresses the needs of businesses purchasing mobile services for their employees.
• MyCellfie Mobile App Mobile subscriber application available on Google Play and Apple App Store (id: ge.beeline.odp / id973841868) for Cellfie Mobile customers. Enables balance top-up, tariff activation and management, data package purchases, roaming package activation, and self-service account management via smartphone.

Quantifiable outcome

• 1.42 million customers served in Georgia
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature5 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Global Tech Weekend Tbilisi 2026minorGTM or Marketing Partner · 19 June 2026Cellfie announced partnership with Global Tech Weekend Tbilisi 2026 (June 19-21, 2026). The event brings together technology professionals, entrepreneurs, and innovators for panel discussions and keynote sessions on emerging industry trends. Cellfie aims to support knowledge sharing, collaboration, and new opportunities within the technology ecosystem as a partner.
• Vodafone GroupcoreStrategic or Co-development Partner · 1 December 2024Cellfie Mobile became an official partner of the Vodafone Group in December 2024. This partnership provides access to Vodafone's global telecommunications expertise, best practices, and technology. In February 2025, Cellfie launched the first loyalty platform in Georgian telecommunications as a localized adaptation of Vodafone's globally recognized loyalty platform.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Silknet: Silknet is a leading Georgian telecom operator offering mobile, fixed broadband, and TV services with fixed-mobile convergence bundles. It directly competes with Cellfie in mobile voice/data and uses bundled offers as a key differentiator versus pure-play mobile operators like Cellfie.
• MagtiCom: MagtiCom is the historical incumbent mobile operator in Georgia and Cellfie's primary domestic competitor across 4G/5G, voice, data, and roaming services. They compete head-to-head for the same Georgian consumer and business customers and are explicitly listed as a porting target from Cellfie.
• Globalcell Georgia: Globalcell is a Georgian mobile operator explicitly named as a porting competitor to Cellfie. As a smaller MNO in the same market, it competes for price-sensitive prepaid subscribers with comparable tariff structures.
• Geocell (Telia Company): Geocell is a Georgian mobile operator historically affiliated with Telia Company and a direct competitor to Cellfie in the local market, offering comparable mobile voice, data, and postpaid services to Georgian consumers and businesses.

Broad incumbents

• Beeline (VEON): Beeline is the global mobile brand under VEON that Cellfie was previously part of before rebranding. Although Cellfie is no longer directly affiliated, Beeline remains a directly comparable mobile operator across CIS markets with similar prepaid/postpaid structures and digital ecosystem approach.
• Vodafone Group: Vodafone is Cellfie's official strategic partner (since December 2024) and operates mobile networks globally. While not a direct retail competitor in Georgia, Vodafone provides the brand, loyalty platform, and operational playbook that increasingly shapes Cellfie's competitive positioning.
• Turkcell: Turkcell is a leading emerging-markets mobile operator in Turkey and surrounding regions with comparable prepaid-led consumer model, app-driven self-service ecosystem, and 5G rollout strategy. It serves as a regional benchmark for an emerging-market MNO at similar scale to Cellfie.

Regional players

• Rostelecom: Rostelecom is a major Russian/CIS telecom operator with mobile and fixed-line services. While not operating in Georgia directly, it is a relevant regional benchmark for the type of integrated telecom operator scale Cellfie could aspire to in the Caucasus region.

Emerging players

• Airalo: Airalo is a global eSIM marketplace that directly competes with Cellfie's Travel eSIM product for inbound tourist data spending. Both target international travelers needing short-term Georgia connectivity, making Airalo a relevant emerging competitor in Cellfie's fastest-growing segment.
• Holafly: Holafly is a travel eSIM provider offering unlimited data eSIMs in Georgia and 160+ destinations. It competes with Cellfie's Travel eSIM for tourist wallet share and represents the new category of digital-first travel connectivity that threatens traditional MNO roaming revenues.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@cellfiege
• Facebookfacebook.com/cellfie.ge
• Instagraminstagram.com/cellfie.ge
• LinkedInlinkedin.com/company/cellfiemobile

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Cellfie Mobile