Three has upgraded its The One mobile phone tariff to add "all-you-can-eat data" to the package.
The cellco claimed the change will "challenge the limited offers and additional charges other operators levy on smartphone users".
It added: "From today... all limits have been lifted on the amount of data you can consume on your mobile."
A truly unlimited data package, at last?
Well... Three judiciously avoids using the word 'unlimited', but according to a company spokeswoman that is exactly what it is.
The One is solely for personal users, so there's no running your shareware business off the back of it.
Otherwise, the pipe is yours. When asked whether downloading 90GB of movies would invoke all sorts of woes for the user, the Three spokeswoman insisted that no, it would not.
We still suggest caution. Three stresses that the limitless data is for smartphone use, so it may yet draw the line when it comes to tethering said handset to your laptop.
The One currently comes with a 1GB monthly data allowance. Beyond that you pay 10p per megabyte. The extra charge, Three said, puts punters off using their smartphones' data internet abilities to the full - they fear "bill shock" if they go beyond that gigabyte bundle.
The Three offer comes as other cellcos are pulling back from so-called unlimited deals, in favour of fixed bundles and beyond-bundle per-megabyte charges.
The One is priced at £25 per month for two years, whether purchased with a phone or just a Sim. ®