• EE becomes the first major UK network to introduce under‑18 SIM‑only plans with embedded safety controls.
• The initiative includes in‑store online safety appointments and a new resource called The P.H.O.N.E Chat to support families.
What happened: new safer SIM plans and safety support
EE, owned by BT Consumer, will launch three 30‑day SIM‑only plans branded Safer SIMs next month, priced from £7 per month . The Protected Plan offers strict content filters, capped speeds (~0.5 Mbps) and blocks on premium services; the Guided Plan provides moderate filtering, 3 GB at 10 Mbps and a pay‑as‑you‑go option; while the Trusted Plan, aimed at older teens, delivers 10 GB at 100 Mbps and comparable protections(Mobile News).
EE will also roll out 30‑minute safety appointments across more than 400 stores, staffed by trained Guides who help set up device‑level parental controls, reset hand‑me‑down devices, and advise on apps like Family Sharing or Google Family Link . The operator is introducing The P.H.O.N.E Chat—a resource co‑developed with Internet Matters and families—to aid parental discussions about smartphone use; it is available online and will soon be in‑store.
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Why it’s important
EE says research behind Safer SIMs found that 52% of parents feel under‑prepared to manage their child’s smartphone and social media use, and 78% of teens admit to hiding online activity from their parents . The plans also meet a high demand: 89% of parents view adult‑content filters as essential, and 91% expect scam protection in their child’s plan.
Positioned alongside the UK’s Online Safety Act, which came into force on 25 July 2025, EE’s early rollout signals alignment with forthcoming Ofcom codes for content moderation and age verification—even though telecoms providers are not directly regulated under the Act.
This approach marks a step beyond device‑based parental controls, offering network‑level safety across smartphones and physical support via retail hubs. By combining on‑the‑ground guidance, expert resources and tiered plans, EE seeks to establish itself as a partner for families navigating digital adolescence.
Safer SIMs may prove a genuine innovation in youth‑safe telecom services—or simply a repackaging of existing tools. Its real value will depend on uptake, genuine efficacy in filtering inappropriate content, and whether it reaches the families most in need.
