SMARTY operates under Hutchison 3G UK Limited, using the Three UK network for affordable, SIM-only mobile services with online-only support. Covering 97% of the UK, it offers high-speed and 5G internet. Its digital model stresses ease and integrity. SMARTY uniquely discounts bills for unused data. Its app simplifies account tasks, including data checks, plan updates, and friend referrals for rewards.
The history of SMARTY, a UK-based mobile telecommunications service, is marked by its unique approach to mobile plans and its affiliation with established networks. SMARTY was founded on August 31, 2017, as a subsidiary of Hutchison 3G, operating under the brand of Three UK. Its headquarters are located in Reading, England.
SMARTY distinguished itself by offering flexible, monthly plans with no contracts, paid in advance through various methods without the need for credit checks. These plans included unlimited UK calls and texts, with the option of a fixed or unlimited amount of mobile data. A notable innovation was the “data discount” plans, where unused data was credited to the customer’s next bill, a unique approach among UK mobile operators.
In 2018, SMARTY expanded its services to include international calling, roaming, and premium number dialing. The same year, it introduced a refer-a-friend program, rewarding both the referrer and the referee. By 2020, SMARTY had launched group plans, allowing multiple users to share an account and payment method with a flat discount.
A significant development in 2022 was the rollout of data-only plans, catering to users who did not need call or text services. Throughout its history, SMARTY has operated virtually on the 3UK network, ensuring no speed restrictions or throttling and providing 4G and 5G services where available.
The logo features the word “SMARTY” in bold, dark gray capital letters. Underneath, there’s a slogan “Simple, honest mobile” in a lighter shade of green, emphasizing the brand’s commitment to straightforward and transparent mobile services. The font choice is modern and sans-serif, which communicates a clean, no-frills approach in line with the company’s ethos. The use of lowercase letters in the slogan adds a friendly and approachable touch to the overall design.