Consumer mobile provider giffgaff — the crowd-powered MVNO running on O2’s 4G and 5G network under Telefónica UK — has quietly but significantly expanded its eSIM availability this afternoon. The update means every customer, new or existing, can now activate an eSIM directly through the website or app. No waiting for a physical SIM. No workarounds. Just tap, install, and go.

For a brand that built its reputation on simplicity, transparency, and community-driven decisions, this rollout is long overdue—and very on brand.

A quick refresher: why eSIM matters

The whole appeal of eSIM is speed and flexibility. Instead of popping a tiny plastic card into a tray, your phone stores a digital SIM directly on the device. The benefits are especially clear for travelers, dual-SIM users, or anyone who switches networks often. You can jump between providers in minutes, set up an additional travel plan for another country, or ditch the hassle of waiting for a physical card to arrive in the post.

This is also why eSIM adoption has skyrocketed globally: smartphones now ship with eSIM by default, US carriers have already phased out physical SIM cards entirely on new iPhones, and European operators are steadily catching up. For MVNOs like giffgaff, providing smooth eSIM onboarding is quickly becoming not just a “nice to have” but a competitive requirement.

Giffgaff’s eSIM rollout: what’s changing

Giffgaff actually dipped into eSIM back in 2023 — but only in a half-open, limited way. Existing customers on select devices could request an eSIM, but new customers were funneled into physical SIMs first. The user experience felt fragmented and not particularly intuitive.

Today’s update fixes all of that. According to the announcement:

• Every customer now sees the option for either a physical SIM or an eSIM when choosing a plan online.
• Android and iPhone users follow the same streamlined flow.
• A new self-help video will soon be added to the app to simplify installation even further.

In short: giffgaff has finally brought its eSIM experience up to modern standards.

How to switch to an eSIM if you’re already a giffgaff member

Step-by-step

• Log into the giffgaff app
• Go to Account → SIM → Replace my SIM → Switch to a new eSIM
• Follow the prompts — the app will walk you through installation

That’s genuinely it. No calling support, no forms, no downtime except for the standard SIM-swap moment.

How new members can start with an eSIM

New customer flow

• Start on the giffgaff website or install the app
• Create an account
• Activate your eSIM directly from the app dashboard
• Follow the on-screen instructions

Giffgaff promises the whole process takes just a few minutes — and for most modern devices, it really does.

Checking whether your phone supports eSIM

The simplest test? Dial *#06#.
If an EID number shows up, your device is eSIM-ready.

Pretty much all recent iPhones, Google Pixels, and upper-tier Samsung models support eSIM, while budget Androids remain more of a mixed bag.

What this update really means for UK travelers

The timing of this rollout is not random. The UK’s travel SIM market is expanding fast, especially as post-Brexit roaming charges make cost-control more important than ever. Many UK travelers now load a cheap international eSIM before boarding a plane — something that’s only possible if your main SIM also runs digitally.

Giffgaff, with its flexible goodybags and strong reputation among young, budget-conscious users, has always been a favorite for travelers. The missing piece was easy eSIM activation. Now that it’s here, the brand becomes more competitive not just locally but also for global travelers who want dual-SIM convenience without switching physical cards.

Where giffgaff stands compared to other MVNOs

This update brings giffgaff closer to what rivals have already been doing:

• SMARTY (Three’s MVNO) has offered smooth eSIM onboarding for a while.
• VOXI (Vodafone) supports eSIM for both new and existing users.
• Lebara (Vodafone network) only recently expanded its eSIM support, but still lags behind in consistency.

In short: many MVNOs now see eSIM as a frontline feature, not a bonus. Consumers expect it, especially travelers and digital nomads — a segment giffgaff historically served well. The earlier delays put the brand slightly behind the curve, but today’s full rollout brings them back into the pack.

The broader trend in Europe is also clear: regulators and industry bodies such as GSMA have been encouraging digital SIM adoption for years, and data from CCS Insight and Juniper Research points to eSIM-enabled consumer devices exceeding 4 billion by 2027. For UK networks — including MVNOs — the shift isn’t just inevitable; it’s strategic.

Conclusion

What giffgaff’s move says about the market’s next phase

Giffgaff fully embracing eSIM is a sign of where the UK mobile market is heading: toward faster onboarding, easier switching, and more flexible travel connectivity. MVNOs that delay eSIM adoption risk losing not just tech-savvy early adopters but also everyday users who increasingly expect a frictionless setup.

While giffgaff is not the first UK MVNO to get eSIM right, it’s now aligned with major competitors—and that matters. The brand’s simplicity, community-driven model, and competitive plans have always given it an edge. With true eSIM parity now in place, giffgaff becomes a stronger contender for travelers and multi-SIM users who want instant activation and hassle-free switching.

The bigger picture? European operators are accelerating eSIM rollouts, mobile device makers are phasing out physical SIM slots, and travelers are adopting digital SIMs at record speed. Giffgaff finally catching up ensures it stays relevant in this rapidly evolving landscape—and positions its customer base to take full advantage of a future where physical SIM cards quietly disappear.