A significant shift is underway in the U.S. telecom landscape. Gigs, the operating system designed to power mobile services, has partnered with AT&T, the largest network provider in North America, to redefine how phone plans are delivered to hundreds of millions of people.

Their collaboration signals a turning point: connectivity is no longer confined to phone stores or carrier websites but will soon be available where consumers already live their digital lives.

From Standalone Plans to Embedded Experiences

The essence of this partnership lies in a concept known as embedded connectivity. Instead of treating mobile plans as a standalone product, Gigs and AT&T are enabling brands to weave connectivity directly into apps and platforms that people use every day. Imagine activating a new plan in seconds, managing it entirely within an app you already trust, and relying on AI-powered support that resolves issues before you even think of reaching for customer service.

One of the most notable examples is Klarna, the global digital bank and flexible payments provider. Klarna will soon introduce a phone plan that runs on AT&T’s network and is fully powered by Gigs’ operating system. For Klarna’s millions of users, mobile connectivity will no longer feel like a separate utility but a natural extension of the digital services they already depend on.

A New Growth Model for Telecom and Tech Brands

Behind the headlines lies a major strategic shift. Traditionally, telecom companies have relied on costly marketing campaigns and retail distribution to acquire new subscribers. With this new model, growth is driven instead by digital storefronts inside everyday apps — from finance and shopping to workplace productivity tools. The result is near-zero customer acquisition costs, since connectivity is sold exactly where users are already engaged.

For technology companies, the rewards are just as powerful. Embedding phone plans into existing services deepens customer loyalty and creates fresh revenue streams. At the same time, it helps unify essential parts of digital life — banking, shopping, payments, work, and now connectivity — under one seamless experience. For consumers, it means less friction, fewer apps to juggle, and more freedom to manage everything in one place.

Industry Leaders Share Their Vision

Hermann Frank, CEO and co-founder of Gigs, believes this partnership addresses a generational shift in expectations. Today’s users don’t want clunky sign-up processes or separate apps just to manage their phone plan — they want something instant, embedded, and intelligent. By combining AT&T’s infrastructure with Gigs’ technology, Frank argues, the industry can finally deliver on that promise.

AT&T shares that optimism. William Traylor, Vice President of Emerging Business – Platforms & Partnerships, describes the partnership as a step into a new era. For him, the convergence of telecom and consumer technology will transform connectivity from a standalone utility into an integrated part of people’s digital ecosystems, accessible in the same seamless way they already use other essential services.

Early Adopters and a Growing Pipeline

Klarna is not the only player moving quickly. Companies such as OnePay and Majority are already preparing to launch their own branded phone plans, powered by Gigs and supported by AT&T’s nationwide infrastructure. And this is just the beginning: a wave of forward-thinking businesses are exploring similar moves, eager to test the potential of this new distribution model across different industries and customer groups.

About the Innovators

AT&T hardly needs an introduction. From facilitating the first phone call more than 140 years ago to building today’s fastest 5G network and multi-gig internet service, the company has shaped how Americans connect. With more than 100 million families, individuals, and businesses relying on its services, AT&T brings the scale and infrastructure needed to support a radical new model of growth.

Gigs, on the other hand, are the rising disruptor. Founded in 2020 by Hermann Frank and Dennis Bauer, the company has created an operating system that gives brands everything they need to offer mobile services — from hosted checkout and billing to analytics and AI-driven customer support. Backed by investors including Ribbit Capital, Google, Y Combinator, Speedinvest, and BoxGroup, Gigs is quickly becoming the go-to platform for tech brands eager to add connectivity to their ecosystems.

Redefining the Telecom-Tech Convergence

The implications of this partnership are far-reaching. For consumers, it promises a simpler, faster, and more integrated experience. For tech brands, it unlocks a new way to strengthen customer relationships and open recurring revenue streams. For telecom providers, it offers a growth path that relies less on traditional marketing and more on collaboration with digital platforms.

What AT&T and Gigs are building together is more than just another phone plan. It is a new blueprint for how connectivity will fit into our digital lives: seamlessly, intelligently, and exactly where we need it. As more brands join this movement, the convergence of telecom and technology is poised to reshape not only how we connect but also how we experience the digital world itself.