Giffgaff Launches New Roaming Add-Ons for EU, USA, Turkey, and More
Mobile network provider giffgaff, which is owned by Telefónica and harnesses O2’s virtual operator (MVNO) platform in the UK, has today launched a new range of travel data (4G/5G mobile broadband) add-ons that will be available to customers who plan on roaming across any one of over 40 EU countries and several selected locations (e.g. USA, Turkey).
Existing giffgaff customers already benefit from up to 5 GB (data allowance) of inclusive roaming in the EU and selected destinations “at no extra cost“. But the new add-ons will offer an easy ability to boost this without falling back on excess charging (i.e. members are normally charged 10p/MB once 5GB is used).
The prices vary by add-on and location, but will come in usage increments of 1GB, 5GB or 10GB—each lasting for 30 days or until you use them up.
The CEO of giffgaff, Ash Schofield, said:
“At giffgaff we like to make life simple for our members. Our new travel data add-ons alongside our existing 5GB of inclusive EU roaming will remove the fear of running out of data whilst away, or being sprung with unexpected charges.”
Giffgaff’s New Roaming Add-Ons
| Data Allowance | EU + selected Destinations |
China | Turkiye (Turkey) | USA | Switzerland |
| 1 GB | £4.00 | £15.00 | £6.00 | £6.00 | £15.00 |
| 5 GB | £8.00 | £30.00 | £12.00 | £12.00 | £30.00 |
| 10 GB | £12.00 | £45.00 | £18.00 | £18.00 | £45.00 |
Customers could alternatively consider just using a travel eSIM provider (if your smartphone supports this), which are often able to sell you more data for less money. But this does come with some added complexity/admin hassle, which some people may prefer to avoid.
Alertify thoughts
In the broader context of mobile roaming trends, giffgaff’s new travel data add-ons represent a step toward more flexible, user-friendly pricing—but they also highlight a growing gap between traditional MVNOs and digital-first eSIM providers. While giffgaff’s simplicity and clear pricing model are welcome in an industry often plagued by hidden costs, the cost per gigabyte remains relatively high, especially for destinations like Turkey and the USA (£15 for 1GB vs £4 in the EU).
In contrast, eSIM providers such as Airalo, Nomad, and aloSIM frequently offer more competitive rates. For example, Airalo’s USA plans start at $4.50 for 1GB, and global providers like GigSky or Ubigi now bundle roaming with broader device support and app-based activation. These platforms are also tapping into the post-COVID surge in digital nomadism and international travel, where ease of use and price transparency matter most.
According to Juniper Research, the eSIM market is expected to exceed 3.4 billion eSIM-installed devices by 2025, driven largely by travel and IoT use cases. As smartphones increasingly ship with eSIM compatibility, traditional players like giffgaff will need to innovate beyond pricing—perhaps by offering hybrid eSIM support or partnerships with global networks to remain competitive.
Ultimately, giffgaff’s new add-ons are a solid improvement for casual travelers loyal to the brand. But for frequent flyers or data-heavy users, third-party eSIM solutions may still offer better value, greater coverage, and frictionless activation across borders.
