Mobile giant 3 has dropped roaming charges for its customers.
The Hutchison Whampoa company has launched 3 Like Home to benefit UK customers who use their mobiles when travelling internationally.
As there are 3 networks in Ireland, Italy, Australia, Hong Kong, Austria, Sweden and Denmark, UK customers will not need to pay roaming charges but instead can receive calls for free and send text and multimedia text messages at the same price as when in the UK.
Marketing director at 3 Graeme Oxby said: "We want to see an end to consumers being unfairly penalised while overseas, and we've shown that where there's a will, there's a way."
In August 2006, the Hong Kong telecommunications company had a registered 13.5 million customers worldwide.
Mobile phone roaming charges have previously been criticised by the EU for being significantly too expensive for consumers.
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