EE UK Launches Unlimited 4G and 5G Mobile Data Plans

Mobile operator EE (BT) appears to have responded to pressure from Three UK and Vodafone’s new “unlimited” data (mobile broadband) plans by launching their own competing products, which they say come with “no speed restrictions” and are available today for 4G and 5G SIM-only and Smartphone plan customers starting at £34 per month.

At this point it’s worth noting that Three UK has been playing the “unlimited” (all-you-can-eat) data game for a long time, although Vodafone recently sprung a surprise on the market when they decided to join the quest for data hungry users by introducing a similar service alongside their new 5G network (here).

One catch with Vodafone’s plan was that their cheaper options cap the top service speed to 3G performance levels (£23 for 2Mbps and £26 for 10Mbps), although their top £30 MAX plan didn’t impose any restriction. By comparison EE are boasting that they have also not imposed any restrictions, although this is crafty marketing because their new unlimited plans start at a higher monthly price of £34, but there are other differences too.

For example, all of EE’s unlimited plans come with a 100GB monthly “giftable data allowance“, which means that customers can gift their data to additional lines linked to the account, and this increases to 120GB of giftable data if taking a 5G Smart handset plan.

All EE unlimited 5G Smart handset plans and 5G Smart SIM plans also come with three “Swappable Benefits” – Amazon Prime Video, BT Sport App (HDR) access and Roam Further Pass access – worth more than £25 a month. Meanwhile new unlimited 4G Smart handset plans and SIM plans come with two inclusive Swappable Benefits.

Edward Goff, EE’s Marketing Director, said:

“If you want an unlimited data plan, you should get it on the UK’s best network, with the coverage and speeds that let you make the most of it. Our new unlimited range offers customers the ultimate smartphone experience in more places across the UK than any other network, all with no speed caps and great swappable benefits like Amazon Prime Video and BT Sport.”

At the time of writing it doesn’t look as if EE has yet extended their unlimited feature to dedicated Mobile Broadband plans, such as those shipping alongside a 4G or 5G WiFi router, although this shouldn’t stop you sticking a related SIM in such a device (we’ve yet to test this ourselves). Likewise we should add that unlimited data only applies in the UK and those roaming outside of the country will face a 15GB fair use policy (other operators have a similar policy).

The brief legal summary for their unlimited plans also says this: “Personal, non-commercial use only. If you regularly tether 12 or more devices, we will consider this non-personal use and have the right to move you to a more suitable plan. We will consider usage above 1000GB/month to be commercial use and have the right to move you to a business plan … Data usage on an unlimited plan will decrement from giftable allowance. Any data boost allowance will be added to the giftable allowance.”

The new plans aren’t only available to consumers and can also be taken by business users too. Business SIM-only plans are available from £27 +vat, with Smartphone plans ranging from £41 +vat.