Giffgaff rolls out contract-free full fibre across the UK

The Virgin Media O2-owned brand is introducing three monthly rolling plans: 200Mbps for £34, 500Mbps for £36 and 900Mbps for £39. All packages are offered on a 30-day rolling basis, with no setup or installation fees.

The launch follows a trial with more than 500 households, where customer feedback highlighted demand for straightforward pricing and flexible terms. Giffgaff said trialists rated rolling contracts highly and criticised bundles and add-ons as confusing – leading the company to keep its launch offer deliberately simple.

Rollout and technology

The new service runs on nexfibre’s XGS-PON full fibre network, with expansion planned onto Virgin Media O2’s wider fibre footprint from 2026. Coverage is currently limited to parts of the East Midlands, Yorkshire and the Humber, and North West England, with the North East scheduled to go live from October.

Routers are provided through a partnership with Amazon-owned eero, aimed at delivering secure and reliable whole-home connectivity.

Pricing debate

While the focus on rolling contracts differentiates Giffgaff from many rivals, experts have pointed to the sharp jump in price compared with the trial period, when broadband was offered at just £10 a month.

At launch, Giffgaff’s top-tier 900Mbps service costs £39 a month – almost double the price of some competitors. For example, Hyperoptic and Community Fibre both offer similar gigabit packages for under £25, although customers must sign up to 24-month contracts.

“Rewriting the rules”

Chief executive Ash Schofield said the company was “rewriting the rules of broadband” by applying Giffgaff’s mobile values of fairness and simplicity to the home internet market.

The launch marks the latest move by Virgin Media O2 to expand its broadband offering through subsidiary brands, with Giffgaff positioning itself as a flexible, contract-free alternative in a market still dominated by long-term deals.