3 Denmark has significantly expanded its 3LikeHome roaming offer, tripling the maximum data allowance outside the EU and UK from 25 GB to 75 GB. The change took effect in February 2026 and applies to selected premium “Fri Tale” subscriptions.

The upgrade affects travel in more than 70 destinations and covers 78 countries in total, including popular long-haul markets such as the United States, Thailand and Turkey. The allowance includes data, voice calls, and SMS.

For frequent travellers, this is not a minor adjustment. It is one of the more substantial roaming increases seen in the Nordic market this year.

What Has Changed

The core shift is simple:

• Maximum roaming data outside the EU/UK rises from 25 GB to 75 GB
• Applies to selected high-tier “Fri Tale” plans
• Covers data, voice and text
• Valid in 78 countries

Previously, 25 GB was the ceiling for non-EU destinations under 3LikeHome. While that was already competitive, 75 GB moves the offer into a different usage category.

This is no longer just “light travel browsing.” It supports extended streaming, hotspot usage, and remote work scenarios without constant data monitoring.

Why 75 GB Is Strategically Relevant

In 2026, roaming usage patterns look very different from five years ago.

Video conferencing, cloud collaboration tools, AI-powered apps, constant navigation, and high-resolution social media uploads all drive heavier consumption. For business travellers and digital nomads, 25 GB can disappear quickly during a two- or three-week trip.

At 75 GB, the psychological threshold shifts. Users are less likely to ration data. That reduces friction and increases perceived value, particularly for premium subscribers.

From a commercial standpoint, this strengthens retention among high-ARPU customers who travel frequently outside the EU.

Positioning in the Nordic Market

Within the EU, roaming conditions are regulated under Roam Like at Home rules. Outside the EU, however, operators retain full pricing flexibility. That is where differentiation happens.

Compared with other Nordic players:

• TDC NET and its consumer brands generally bundle EU roaming, while non-EU data is often handled through add-ons with tighter limits.
• Telia offers selected global inclusions on higher tiers, but large data allowances outside the EU typically require separate packages.
• Telenor structures international roaming with tiered bundles and destination-based pricing, often below the 75 GB mark for standard plans.

At 75 GB included within premium subscriptions, 3 Denmark is pushing beyond the 20–50 GB range commonly seen across Europe for non-EU roaming caps.

That places it among the more aggressive incumbents in terms of included global data.

Competitive Pressure from Travel eSIM Providers

The broader context cannot be ignored. Over the past few years, travel eSIM providers have reshaped expectations around global connectivity.

Consumers are increasingly comfortable purchasing destination-based eSIMs with 30, 50 or even unlimited-style plans before departure. Pricing is transparent, activation is instant, and there is no bill shock.

Traditional operators have had to respond.

By expanding 3LikeHome rather than relying solely on daily roaming passes or small add-ons, 3 Denmark is reinforcing its value proposition: keep your main number, avoid profile switching, and use your phone abroad as you would at home.

It narrows the functional gap between domestic roaming inclusion and the flexibility offered by travel eSIM brands.

Is It Unique?

Is 75 GB unprecedented? No.

Some operators globally offer higher caps or even “unlimited” roaming tiers, though these often come with fair use policies and traffic management thresholds. Large US carriers, for example, bundle substantial international allowances in certain premium plans, albeit at higher base prices.

What makes 3 Denmark’s move notable is not exclusivity, but timing and scale within its regional context. In the Nordic market, tripling the cap in one step sends a clear signal.

It suggests that high-volume non-EU roaming is becoming a competitive lever rather than a niche feature.

Industry Trend Signals

According to GSMA data, international roaming traffic has continued to grow as global travel stabilizes post-pandemic. Data usage per traveller has also increased year on year, driven by video and cloud services.

Regulators in Europe have focused primarily on intra-EU pricing transparency, leaving operators free to innovate commercially outside that zone.

The result is a new battleground: long-haul roaming.

Operators that expand meaningful non-EU allowances can retain high-value customers who might otherwise rely on secondary SIMs or eSIM apps for every trip.

What This Means for Travellers

For Danish subscribers on eligible “Fri Tale” plans, the upgrade reduces the need to:

• Purchase separate travel eSIMs for medium-term trips
• Monitor data consumption closely
• Switch between profiles while abroad

For business users, 75 GB supports tethering, remote meetings and extended stays in markets like the US or Asia without immediate top-ups.

It does not eliminate the travel eSIM market. Price-sensitive users or those on lower-tier plans may still opt for external solutions. But for premium subscribers, the gap has narrowed.

Market Implications

This move reflects a broader recalibration in roaming economics.

Non-EU roaming used to be structured around scarcity and margin protection. Increasingly, operators are competing on abundance for top-tier customers.

If other Nordic operators follow with similar expansions, we could see a gradual normalization of 50–100 GB non-EU allowances in premium plans.

That would significantly alter the competitive dynamic between traditional telcos and travel eSIM providers.

Conclusion: A Measured but Meaningful Escalation

3 Denmark’s decision to raise its non-EU roaming cap to 75 GB is not revolutionary on a global scale, but within its regional market it is a strong competitive move.

It aligns with rising data consumption trends, growing expectations for seamless travel connectivity and mounting pressure from digital-first eSIM brands.

The real story is not just the number. It is the direction.

Non-EU roaming is shifting from a restrictive, monetized exception to a value-driving inclusion for premium customers. Operators that recognize this early can strengthen loyalty and reduce churn among frequent travellers.

In that sense, 3 Denmark’s upgrade is less about generosity and more about strategic positioning in an increasingly global connectivity market.