TalkTalk merges line rental charges ahead of advertising rule change
TalkTalk has scrapped separate line rental charges and started advertising a single combined monthly price for its broadband packages.
It follows Vodafone in moving to a new ‘all-in’ pricing structure.
From 31 October, providers not including the cost of line rental in their headline price are likely to break new advertising rules.
The likes of BT, Sky and Virgin Media are expected to change the way they price their broadband packages later this month.
Launching its new pricing yesterday, TalkTalk said existing customers will now be able to take advantage of deals previously only available to new customers.
Anyone who has been with the company for more than three months will be able to switch to another TalkTalk deal if there’s a better one available.
TalkTalk is also giving customers the option to fix their broadband price for 18 months.
Tristia Harrison, TalkTalk’s consumer managing director, said: “TalkTalk is changing.
“Nothing matters more to us than our customers and doing right by them is the right thing for our business. We’ve listened hard to what they’ve told us and we’re acting on it.
“People are fed up of confusing packages and loud advertising, they’re frustrated with deals which shoot up mid-contract, and they hate seeing the best deals saved for new customers.”
TalkTalk said it had carried out “extensive” research that revealed consumers’ frustration with deals reserved for new customers and that many feel loyalty is punished rather than rewarded.
According to TalkTalk’s survey, this is the biggest thing that 84% of UK adults want their broadband provider to change.
“Silly gimmicks and shouty ads (with catches hidden in small print) don’t do justice to how much this stuff matters to customers,” said Ms Harrison. “Especially now, with the country in such an uncertain place, people deserve security, peace of mind, to be talked to honestly.
“We’re determined to be the provider that makes things simple, tells the truth and most of all rewards loyalty.”
TalkTalk, which was the victim of multiple data hacks last year, said it has recently recorded its lowest complaints figures as well as its highest customer satisfaction and loyalty scores.
The provider said its network has also become congestion-free for the first time, with speeds and reliability up as a result.
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