All products and promotions are independently selected by our experts. To help us provide free impartial advice, we will earn an affiliate commission if you buy something. Click here to learn more
Time to switch mobile networks? If you're looking for a provider that offers the best customer satisfaction and low monthly bills, it's probably worth exploring some lesser-known brands.
That's according to new research from Which? that shows smaller mobile networks are outperforming the UK's "Big Four" — i.e. EE, O2, Three, and Vodafone — in several core metrics. The new survey, which spoke to more than 4,000 mobile network customers nationwide, found that lesser-known brands offered cheaper prices and were more likely to be recommended by existing customers.
And in the Gold Medal position? Smarty topped the rankings with an impressive 82% customer score. Voxi, Talkmobile, and Lebara followed closely behind with scores of 81%, 80%, and 79%, respectively.
If you're looking for one of the Big Four to make an appearance, you'll find EE with a 71% customer score, followed by Vodafone (69%) and O2 (68%).
The complete rankings from the latest Which? research. The customer score is based on an online survey of 4,153 members of the public in January and February 2025. Sample sizes shown in brackets, Which? doesn't include any brands with fewer than 50 customers in the survey
WHICH? PRESS OFFICE
Three Mobile ranked in last place with just 63%. According to customers who spoke to Which?, the mobile network left customers underwhelmed with poor ratings across the board, including network reliability, customer service, and value for money when roaming. Only two in five Three Mobile customers said they had not experienced a problem in the past 12 months – fewer than for any other provider.
According to Which?, O2 dipped slightly compared to previous years. It suffered from poor ratings in categories like customer service, ease of getting in touch, and technical support.
Meanwhile, Vodafone received mediocre scores and was rated particularly poorly for communication with its customers, network reliability, as well as incentives and rewards offered.
What about EE? It might've fared better than its Big Four competitors in the league table, but there's still room for improvement. In the latest Which? survey, it received mostly average scores, aside from a particularly high rating for its fast 4G and 5G download speeds.
EE scored poorly when it came to value for money when roaming, with just two stars out of five. If you're with EE, you might want to switch to a local eSIM when you're abroad to avoid those fees.
Which? notes that one of the biggest differentiators between the Big Four and smaller, lesser-known competitors is price.
Rolling one-month SIM-only contracts with the Big Four typically start from £19 a month. However, if you want a similar deal from a smaller brand, it'll cost less than £5, often with more data included. And those savings only improve over time, since most of these smaller providers don't typically impose mid-contract price hikes.
Unlock 80GB of 5G data, with unlimited calls and texts, and FREE roaming in EU
Smarty is a Which? Recommended Provider for the last four years, and it's latest deal demonstrates why you might want to switch. For just £10, this cancel-anytime one-month rolling contract unlocks 80GB of 5G or 4G data, unlimited calls and text messages. You can use your mobile data and calls abroad in the EU at no extra cost. Smarty doesn't do mid-contract price rises. It relies on Three Mobile's network of UK masts, so if you get signal with the latter, then you'll have no trouble with Smarty too
Smarty SIM-Only
$10
Unlock 30GB of 5G data, with unlimited calls and texts, and 100 international minutes
Lebara has built its reputation on being the go-to network for frequent travellers and those with families overseas. This £10 SIM-only deal brings 30GB of 4G or 5G data that can be used in the EU, India, and China at no extra cost. Each month, you'll benefit from 100 international minutes to over 50 countries worldwide. Change or cancel your plan anytime with the one-month rolling contract. It uses the Vodafone network, so if you get signal with the latter, then you'll have no trouble with Lebara
Lebara SIM-Only
$10
Smarty has performed well in the Which? annual rankings for the last five years. WIth a score of 82% this time around, its customers reported being particularly pleased with the overall value for money. However, it's worth noting that Smarty does not offer handsets or fixed-term contracts, it only offers cancel-anytime rolling SIM-only deals at low prices.
Both Voxi and Talkmobile performed particularly well for network reliability, value for money, download speeds and quality of communications. Both firms also offer affordable deals without mid-contract price hikes.
Discussing the results, Which? Head of Home Products and Services, Natalie Hitchins said: "Our research shows that smaller providers are outshining the biggest mobile network firms across the board.
"Many smaller providers offer better customer service, more reliable connections and cheaper Sim-only deals without any mid-contract price hikes - giving their customers more certainty about what their monthly bill will look like.
"Any customers who are nearing the end of their contract and are unhappy with their current provider, or could stand to make savings, should not hesitate to vote with their feet and move to a different provider."
LATEST DEVELOPMENTS
- Struggling with April price rises? Sending one text message could save you £200 on bills
- Best Sky Glass deals
- Sony increases PlayStation 5 console price in UK
If you're dissatisfied with your current mobile network, switching to a smaller, lesser-known provider could mean better service and lower bills. It's worth noting that if you want to bundle other services — like a pay monthly handset, full-fibre broadband, or pay-TV — not all of the smaller brands offer these options. You might find yourself forced to sign-up with one of the Big Four to unlock these fully-featured bundles.
Most of the networks at the top of the Which? league table rely on masts from the Big Four networks, since they don't own or operate their own infrastructure around the UK
GETTY IMAGES
Get the best value on your phones and SIM contracts — advice from Which?
1. What to do if you’re already in a contract
Early exit fees mean you’ll probably have to wait for the contract to end before you can do anything. For split contracts, make sure you know when the Sim payment period ends, as you can then switch to a new provider and cheaper Sim-only deal.
If perks are included, try to use them as much as you can. See if your provider offers anything you’re not using, such as early access to tickets, weekly treat vouchers or monthly prize draws and giveaways.
Check how much data you use each month. If you don’t come close to using all your allowance, contact your provider and ask to move to a lower, cheaper amount. It’s not obliged to help, but might offer you an alternative. If you’re particularly struggling to pay the bills, it’s worth reaching out, as networks can offer to work with you to provide support and a solution.
2. What to do if you prefer a contract
Contracts are most commonly offered by the Big Four providers, but you could end up paying more for both the phone and Sim parts of a contract, especially when weighing up annual increases. Some smaller providers, as well as retailers such as Apple and Samsung, offer interest-free repayments on the handset cost. Always work out the total cost of a contract across its duration, once annual increases have been added.
3. Navigating a phone purchase
If you can, buy a phone outright. Avoid contracts that charge interest, although monthly repayments will often end up costing more in total than buying outright, even if they’re interest-free. Mid-range and even budget handsets are now far more capable, and are suitable for most people. Also look at refurbished phones, and keep an eye for discounts on handsets, which typically appear six to 12 months after launch.
