This means that the days of being stuck with the same pricey contract for 24 long and expensive months are over and the phone tariff will shake up the old pay monthly scheme.
Chief Executive Mark Evans said: “Our custom plans put power back in the hands of the consumers who don’t want to be tied down by rigid contracts especially at a time when certainty and transparency are at a premium in today’s economic environment.”
O2, the second largest British operator after BT said the “Custom Plans” built on the tariffs it introduced in 2013 that separate the cost of airtime and the cost of paying for the phone, and the change it made last year that allows customers to increase or decrease their airtime each month depending on their data needs.