Asda Mobile
Company typeSubsidiary
HeadquartersLeeds, West Yorkshire, England
Area served
United Kingdom
ProductsMobile Telecommunications Products
OwnerEG Group (Mohsin Issa) (25%)
Zuber Issa (25%)
TDR Capital (50%)
ParentAsda (2007–present)
ASDA Mobile top-up and SIM Card

Asda Mobile is a mobile virtual network operator (MVNO) in the United Kingdom operated by Asda and using the Vodafone network. Asda Mobile is available in over 360 stores across the UK and online through purchasing either a SIM card (standard, micro or nano SIM) or through an Asda Mobile handset.


Asda Mobile was founded in 2007,[1] and was only available in 51 of Asda's stores at first.[2] The network was launched in response to lack of transparency among other retailers about their mobile offers and was directly competing with Tesco Mobile.[3][4]

The network originally running on Vodafone infrastructure until 2013, when it switched to EE.[5] A return to Vodafone was announced in October 2020, with customers being switched over in February 2021.

In 2022, published an article criticising Asda for increasing prices by as much as 150% during the cost-of-living crisis.[6][7]

In June 2023, Asda Mobile's network operator Vodafone began phasing out 3G coverage.[8]


There are many phones available from Asda, either in store or from their online service Asda sells both unlocked and locked phones: locked phones are locked to one of the major networks in the UK and sold with their SIM and potential phone customisations.

Coverage and network

Asda Mobile previously used the EE network before reverting to Vodafone in 2021.[9] The move brought additional features, including WiFi Calling and unlimited data plans,[10] but was criticised for requiring customers to switch sim cards.[11] During the switch, customers were provided with a free month for their bundle.[12]

Unlike other UK mobile phone networks, Asda Mobile currently has no fees to customers for the use of roaming in EU countries.[13]


Asda Mobile was awarded the Which? award for "Best Mobile Network" for 2010, 2011 and 2012, and was recommended in 2016. Asda Mobile was also named as a Which? recommended provider for 2019 and 2018. Awards were based on coverage, pricing and customer service.


  1. ^ "Mobile Network Comparison – ASDA Mobile". 16 April 2011. Retrieved 4 December 2023.
  2. ^ Staff Writer (8 May 2007). "Asda mobile: New pay-as-you-go service at Asda prices". Talking Retail. Retrieved 4 December 2023.
  3. ^ "Asda takes on Tesco as mobile network operator". Retrieved 4 December 2023.
  4. ^ "Asda signs with Vodafone for MVNO". Comms Business. 4 June 2007. Retrieved 4 December 2023.
  5. ^ "Asda Mobile returns to Vodafone UK network". telcotitans. 15 October 2020. Retrieved 13 February 2021.
  6. ^ Lekarski, Petar (26 September 2022). "Asda Mobile hiking pay-as-you-go call, text and data costs from today – here's how to beat the increases". Retrieved 4 December 2023.
  7. ^ Jackson, Mark (3 August 2022). "ASDA Mobile UK Hike PAYG Prices and Limit Data for EU Roaming". ISPreview UK. Retrieved 4 December 2023.
  8. ^ "Find out how networks like Three and Vodafone phasing out 3G services affects you". Bournemouth Echo. 10 May 2023. Retrieved 4 December 2023.
  9. ^ "Vodafone UK welcomes Asda Mobile customers". 22 March 2021. Retrieved 28 December 2021.
  10. ^ "New bundles and functionality coming to Asda Mobile in 2021 with Vodafone network switch". Asda Mobile. 15 October 2020. Retrieved 13 February 2021.
  11. ^ Mason, Callum (24 March 2021). "Asda Mobile customers need to order a new Sim to keep using handsets after it switched to 'piggybacking' off Vodafone's network". Retrieved 4 December 2023.
  12. ^ Jackson, Mark (26 March 2021). "SIM Swap Causes Annoyance for UK ASDA Mobile Customers". ISPreview UK. Retrieved 4 December 2023.
  13. ^ Elsdon, Callum (21 October 2022). "Roaming isn't what it used to be – what's the alternative for using your mobile abroad in 2022?". Turning left for less. Retrieved 4 December 2023.