Smart Communications Inc. has launched KiQ, a new mobile service brand described as the first fully app-based telco offering in the Philippines. Aimed at Gen Z users, KiQ allows customers to create personalized mobile plans and activate service entirely through the app.

Touted as the country’s first and only fully app-based mobile service — and among the first few globally — KiQ allows users to customise their plans entirely through the KiQ App, giving them full control over how they stay connected.

At the heart of the service is KiQ’s Slider Interface, which enables users to select their preferred data allocation, decide whether to include calls and texts, and choose the validity period of their plans. Subscribers can also select their own mobile number.

“Filipino Gen Zs are redefining how they live, share, and stay connected. With KiQ, we’re giving them a mobile experience that puts them in full control — no wasted data, no unnecessary add-ons, just total freedom and flexibility. This is what the future of mobile looks like,” said Anastacio “Boy” R. Martirez, Smart’s Chief Operating Officer.

To get started with KiQ, users need to download the app from the Google Play Store or Apple App Store, purchase a KiQ eSIM for Php99, personalise their plan, and choose a number. The app also supports Smart’s first QR-less eSIM activation process, which removes the need for email QR code scanning. Instead, users can activate the eSIM directly through their phone settings.

Once registration is complete, subscribers can begin using their customised plans immediately.

Beyond personalisation, KiQ promises a “prioritised network experience” in congested locations such as concerts, malls, campuses, and city centres — aiming to deliver faster browsing, smooth streaming, and consistent connectivity even during peak times.

The launch aligns with growing demand for digital-first, self-service telco solutions, particularly among mobile-savvy users with fast-paced, multi-hyphenate lifestyles.

“We’re not just launching a new mobile brand, we’re revolutionising the telco industry with a game-changing experience attuned to the next generation of mobile users. We invite Filipino Gen Zs to take control, express themselves, and embrace mobile freedom with KiQ,”

Martirez added.