Citizens Advice has shed light on a widespread issue in the UK broadband and mobile market: many providers are deliberately keeping their best renewal deals hidden unless customers actively chase them. These better-value offers are rarely shown up front and are often only revealed after customers go through a time-consuming process.
This might involve navigating automated phone systems, waiting on hold, threatening to cancel, or contacting retentions multiple times. For those who persist, the savings can be significant—Citizens Advice found that customers who negotiated managed to save an average of £325 per year across their broadband and mobile services. However, the majority of people either give up or never attempt to negotiate, often due to how difficult and unclear the process is.
While Ofcom has made some regulatory improvements to protect consumers, including mandatory end-of-contract notifications, the introduction of One Touch Switch to simplify switching providers, and a new rule from January 2025 banning inflation-linked or percentage-based price rises mid-contract, these measures haven’t fully solved the problem.
Under the new rules, any price increase must be clearly stated in pounds and pence at the time of signing—aimed at improving clarity—but renewal pricing still lacks full transparency for many long-term customers.
Who’s Affected by Hidden Broadband and Mobile Deals?
This issue affects nearly every household in the UK that’s signed up to a fixed-term broadband or mobile contract.
If your deal comes to an end and your provider quietly moves you onto a more expensive rate—without offering the same discounts given to new customers—you could be paying more than necessary.
Many providers reserve their best offers for new joiners, keeping cheaper renewal prices hidden unless you ask for them directly. This practice means long-time customers are often penalised for staying loyal.
If you don’t call, chat, or threaten to switch, you may never see these lower prices at all. Citizens Advice says this lack of transparency is costing UK consumers around £28 million in lost savings every month.
That’s money going to telecoms firms instead of staying in people’s pockets—simply because the process to get a fair deal is too difficult or too hidden.
What Citizens Advice found
Citizens Advice carried out a national survey of 6,000 UK adults between 22 April and 6 June 2025 to understand how people experience the renewal process for broadband and mobile contracts.
The results showed that households who renegotiate their broadband and mobile deals can save around £325 a year. That’s a meaningful amount for many families, especially during a cost-of-living crisis.
Despite this, only about one in three people said they had tried to negotiate at the end of their last contract. Most either accepted the new terms or let their deal roll over—often onto a higher monthly rate.
For those who did try to haggle, 78% ran into some kind of difficulty. Many reported being stuck on hold, struggling with confusing automated menus, or having trouble getting through to the right team.
Two-thirds of those who negotiated over the phone said the process left them frustrated. Around 39% felt they had wasted their time, and 37% described the experience as stressful.
The key takeaway is clear: the savings are there, but for many people, getting them still involves too much hassle.
Why Renewal Pricing Is a Big Deal
In 2025, many UK households are still feeling the pressure of rising living costs. With essentials like food, energy, and rent becoming more expensive, every unnecessary bill matters.
Paying over the odds for broadband or mobile services—especially when better prices are available but hidden—can put extra strain on stretched budgets.
The gap between introductory offers for new customers and the quiet, higher rates charged to existing ones means loyal customers often get the worst deal.
Citizens Advice calls this a “murky renewal tactic” and says it’s time for providers to stop hiding their best prices behind phone calls and negotiations.
They want all deals to be visible to everyone—whether you’re a new joiner or someone looking to renew—so that people aren’t forced to haggle just to get a fair price.
Current Rules from Ofcom and Regulators
Some consumer protections are already in place to help people avoid overpaying when their broadband or mobile contract ends.
One of the key measures is the End-of-Contract Notification (ECN). Providers must now contact customers 10 to 40 days before a contract ends and clearly show any re-contracting offers. This gives people time to review their options and avoid being moved onto a higher rate without warning.
There’s also One Touch Switch, a new system introduced to make changing broadband providers faster and easier. It removes much of the admin and confusion that previously discouraged people from switching.
From January 2025, new rules also ban inflation-linked or percentage-based mid-contract price rises. Providers must now state any future price increase clearly in pounds and pence when the contract is signed.
Ofcom says these changes are helping. More customers are now switching or negotiating better deals, thanks to clearer information and simpler processes.
Why You Have to Ask to Get a Better Deal
Big broadband and mobile providers often operate dedicated retention teams. These teams are trained to keep customers from leaving by offering them better prices—deals that aren’t advertised on the website or available without asking.
The most competitive rates are usually tucked away behind long phone queues or chat systems. Unless customers reach out and push for them, these discounts remain hidden.
This setup helps providers maximise profits while still retaining customers who threaten to switch. It’s a tactic designed to give the appearance of loyalty rewards, while only offering them to those who ask.
On the other hand, many smaller or alternative full fibre providers avoid this model altogether. They tend to publish straightforward pricing with fewer hidden tiers. These providers often charge a flat monthly rate that rarely changes and don’t base their business model on negotiation.
Citizens Advice has raised a concern here. If regulators push to eliminate hidden deals entirely, it could have the unintended effect of raising the standard prices for everyone. Without retention flexibility, providers may adjust their pricing upwards to cover losses from lost up-sell margins.
Any future rule changes would need to strike a careful balance—making pricing clearer without removing the ability for customers to secure a better deal.
Broadband and Mobile Renewal Rules You Need to Know
If you’re nearing the end of your broadband or mobile contract, your provider is required to send you an End-of-Contract Notification (ECN). This should arrive between 10 and 40 days before your contract ends and will list your available renewal options.
This notification is your first chance to review what’s on offer and decide whether to stay or switch. However, if you plan to remain with your provider, don’t assume the price listed is the best one they can give.
In many cases, you’ll still need to call, use online chat, or go through the retentions team to unlock the better-value renewal deals. These offers are often not included in the ECN, so it’s worth asking directly.
If you decide to move to another provider, the One Touch Switch process is now in place to make switching easier. This system is designed to reduce delays and remove unnecessary admin, so you don’t get stuck in limbo between services.
To make the most of your renewal, keep these points in mind:
Compare your renewal offer with new-customer prices at the same speed and package level.
Don’t be afraid to ask your current provider to match or beat another provider’s deal.
Make sure any future price rises are clearly stated in pounds and pence before agreeing to a new contract.
What’s Ahead for UK Broadband Customers
Citizens Advice is calling on Ofcom to go further by tightening the rules around renewal pricing. They want providers to offer the same deals to existing customers as they do to new ones—without requiring a phone call or negotiation.
But making that change isn’t straightforward. Ofcom will need to strike a balance between improving transparency and preserving the flexibility that allows providers to offer targeted discounts through retentions.
If discounting is restricted too much, providers could simply raise their standard prices to compensate. That’s why any new regulation will have to be carefully designed to avoid unintended price hikes.
How the telecoms industry responds in the coming months will be crucial. It remains to be seen whether hidden deals gradually disappear, or just shift to new tactics.
For now, the upper hand belongs to customers who stay alert. If you read your end-of-contract letters carefully and are prepared to ask for a better price, you stand a much better chance of avoiding unnecessary costs.
