Mobile operator 3 has announced that it is dropping most international roaming charges, and has challenged the rest of the industry to end what it calls the "international roaming rip-off".
Under the new 3 Like Home pricing policy, subscribers will be able to make calls from abroad at no extra charge, so long as 3 has an arrangement with a local operator.
Agreements are now in place in Ireland, Italy, Austria, Australia, Hong Kong, Sweden and Denmark.
"We want to see an end to consumers being unfairly penalised while overseas, and with 3 Like Home we have shown that where there's a will, there's a way," said Graeme Oxby, marketing director at 3.
"The launch of 3 Like Home will significantly benefit our customers as they travel between the Group's 3G networks. This gesture underlines 3's commitment to fair treatment and reasonable pricing for all our customers, wherever they are."
Subscribers will not be charged to receive calls. SMS and data costs will be charged at UK prices, and calls to other countries will be charged as if the user was in the UK.
Inclusive free minutes included as part of the package can also be used overseas.
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