Less Malarkey

Still in its infancy as a MVNO, SMARTY is a brand that already has a compelling story to tell – and in its market update we heard how such a simple ‘no-nonsense’ strategy can strike a chord with consumers.

In spite of a tightening of consumer purse strings due to high inflation, Three UK’s sister brand reached new markers in its journey. Brand awareness has increased and SMARTY’s customer base will soon hit 1 million customers.


SMARTY’s success is simple. It has stripped away the nonsense – or ‘malarkey’ – with a brand platform and offering to UK mobile customers that is simple, transparent and affordable. Or ‘Simple, honest mobile’ as the tagline says.


Aside from its refreshingly honest approach, SMARTY has big ambitions to further build awareness, consideration and its customer base in 2024.


“Taxes go up and down but with SMARTY you know where you stand.”