Slovenian MVNO HoT is marking its ninth anniversary with a small but very practical upgrade: more EU roaming data across several packages and free MMS included in its core mobile plans. It is not the kind of announcement that shakes the telecom market, but for everyday users, it matters because it improves the part of the mobile service people notice most quickly when they cross a border.

The company is keeping the message simple: “Vedno bolje. Nikoli dražje.” In English, that is roughly “Always better. Never more expensive.” And this time, the line fits the product change. HoT says MMS messages are now included in MIKRO, MINI, MAXI, MEGA and EXTRA, while EU roaming data increases for MINI, MAXI, MEGA and EXTRA users. Existing customers receive the new allowances automatically when their package renews.

What changes

According to HoT’s published price-list update dated 26 May 2026, MINI moves from 3GB to 5GB of EU roaming data. MAXI rises from 5GB to 10GB, MEGA also rises from 5GB to 10GB, and EXTRA jumps from 7GB to 15GB. The MMS change is wider: MIKRO now includes 1,000 SMS/MMS units, MINI includes 1,500 SMS/MMS units, while MAXI, MEGA and EXTRA include unlimited SMS/MMS.

That is a tidy upgrade, especially because it is automatic. No app hunt. No promo code. No “new customers only” trick. For a prepaid-style MVNO, that matters. HoT’s model has always leaned on simplicity, 30-day pricing and retail accessibility through HOFER. This update keeps that same logic: add more value without forcing users to rebuild their mobile plan.

Why roaming still matters

EU roaming has been “free” in the broad consumer sense since Roam Like at Home arrived in 2017, but the detail is always in the fair-use allowance. Unlimited domestic data does not automatically mean unlimited EU roaming data. Operators can apply fair-use limits, especially on low-cost or unlimited plans, and those limits are tied to EU wholesale roaming rules. The European Commission notes that the wholesale data cap is €1.30 per GB in 2025 plus VAT, falling to €1 per GB from 2027.

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That is why HoT’s change is more interesting than it first looks. Low-cost operators across Europe have to balance aggressive domestic pricing with the real cost of carrying usage abroad. When a brand increases EU roaming allowances without lifting the visible package price, it is sending a competitive signal: travel usage is now part of the core value proposition, not an afterthought.

The Slovenian angle

Slovenia is a small but very travel-aware market. Customers cross into Croatia, Austria, Italy and Hungary frequently, so EU roaming is not just a holiday feature. It is a weekend feature. It is a work-trip feature. It is the difference between checking maps, messaging family, uploading photos and using mobile banking without constantly watching the data counter.

This is where HoT’s move lands well. MINI’s jump to 5GB makes it more realistic for light travellers. MAXI and MEGA at 10GB look more comfortable for regular EU movement. EXTRA at 15GB is still not a “forget about Wi-Fi” plan, but it is enough for a lot of short European trips if users are not streaming all day.

READ MORE: EU Roaming Explained: What’s Free, What’s Limited, What Still Costs

Compared with larger Slovenian players, HoT is not trying to win through premium bundles, enterprise extras or complicated roaming add-ons. Telekom Slovenije, for example, has been pushing regional roaming options for the Balkans, including an unlimited mobile internet option for several non-EU Balkan markets. That is a different strategy: broader regional coverage and add-on monetisation. HoT’s play is simpler and more MVNO-like: improve the included EU bucket and keep the price story clean.

Conclusion

HoT’s update is not revolutionary, but it is exactly the kind of pressure the European mobile market needs. Consumers are tired of mobile plans that look generous at home and suddenly feel smaller abroad. The winners in the MVNO space will be the brands that explain roaming clearly, increase fair-use allowances when economics allow, and avoid turning every cross-border trip into a small print exercise.

For HoT, the smarter move is not only the extra data. It is the automatic upgrade. That tells customers: you do not have to chase value; it comes with the plan. In a market where eSIM apps, regional travel SIMs and traditional operators are all competing for the same traveller’s phone, that kind of simplicity is becoming a feature in itself.