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Consumer magazine Which? has published the results from their latest UK mobile network satisfaction survey, which questioned 4,153 adults in January 2025 about their chosen operators. Overall, Smarty topped the table with a customer satisfaction score of 82%, while Three UK placed last on just 62%.
The survey itself typically questioned respondents about their experiences across several categories, including network reliability, overall value for money, customer service in general, the speed/ease of getting in touch, incentives, technical support, roaming value for money, download speeds (mobile broadband), communication frequency and quality.
In addition, the survey also ranked each provider by “Customer Score“, which is based on the respondent’s satisfaction and their likelihood to recommend the service. One catch with a survey of this limited size is that they needed at least 50 responses to include a survey result, and thus the sample sizes for some of these operators is considerably lower (less credible) than others. For example, O2 received 804 responses, while 1p Mobile got 54.
Several operators were also awarded the Which? ‘Recommended Provider‘ (WRP) status, which requires them to offer more than just great service to customers and they must also be able to offer prices that are lower than the market average. As for those with the ‘Great Value‘ status, this reflects networks that offer SIM-only deals that are significantly cheaper than the market average, for a good amount of data (mobile broadband).
As usual, most of the largest mobile network operators could all be found near the bottom of Which?’s table, while the top portion was dominated by smaller virtual (MVNO) operators that harness the same networks as the primary / biggest operators. The highest ranked of the primary operators was EE, which scored 71%.
Which? 2025 UK Mobile Awards Results (Customer Score)
RECOMMENDED PROVIDER, Great Value
Smarty 82%RECOMMENDED PROVIDER
Voxi 81%RECOMMENDED PROVIDER, Great Value
Talkmobile 80%RECOMMENDED PROVIDER
Lebara 79%Tesco Mobile 79%
RECOMMENDED PROVIDER
Giffgaff 77%Great Value
1p Mobile 71%Great Value
Asda 71%EE 71%
Sky Mobile 71%
Great Value
iD Mobile 71%Vodafone 69%
BT Mobile 68% (no longer available to new customers)
O2 68%
Lyca Mobile 64%
Three UK 63%