British supermarket Sainsbury's MVNO, Mobile by Sainsbury’s, is slashing the cost of mobile phone roaming in over 30 European countries until September 30.
Customers on Pay-as-you-go and SIM-only deals will now pay the same rates as they would for out of bundle calls, texts and data in the UK. Customers using a Mobile by Sainsbury’s SIM card within Europe, or to contact the UK, will be charged 8p per minute, 4p per SMS and 5p per MB.
Commenting on the price drop, Richard Crampton, managing director of Mobile by Sainsbury’s, said: “Customers can get a nasty surprise when they use their phones abroad. Expensive rates and the shock of the resulting bill can be a big source of customer dissatisfaction, especially over the peak holiday months. We have addressed this for our customers, making phoning from abroad much more affordable and the costs transparent."
With the launch of the new roaming rates, the retailer has made it cheaper for its customers to call within these European countries than it is for some of the competitors’ customers to make calls within the UK, he said.
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