If you’ve ever tried buying an eSIM before a trip, you know the pain: dozens of confusing plans, hidden conditions, and “unlimited” offers that throttle after a few gigabytes. For a technology built to simplify travel connectivity, eSIM shopping still feels unnecessarily complex.

Truely—a globaI eSIM provider active in 190+ countries—is taking a swing at fixing that. The company just launched a refreshed set of GB-based bundle plans to sit alongside its day-based unlimited options, designed to make buying and using eSIMs as straightforward as booking a flight.

At first glance, “GB-based bundles” don’t sound groundbreaking—plenty of providers offer them. But what makes Truely’s move stand out is the way it redefines the experience around them: flexible validity, destination-based pricing, and a philosophy that puts travelers — not telcos — at the center.

“The eSIM Market Is Too Complicated”—Truely’s Straight Talk

Truely’s CEO, Eric Dadoun, is blunt about what’s wrong in the industry:

“The global eSIM market has become unnecessarily complicated with too many plans, opaque pricing, and little alignment with how people actually use data. At Truely, we want to remove the clutter and make connectivity as intuitive as booking a flight — simple, transparent, and built around user behavior.”

And that’s the key idea. Truely isn’t trying to outdo competitors with another list of bundles—it’s tackling a structural problem: information overload.

In a market where companies like Airalo, Nomad, and Flexiroam offer hundreds of overlapping plans, Truely’s approach feels refreshing precisely because it’s minimalist and logical.

Flexible Data, Flexible Life

Truely’s new rollout introduces a “Pay per GB” structure that’s both simple and flexible:

• Choose between 300MB, 1GB, 5GB, 10GB, or 20GB bundles.
• Pick your preferred validity: 2 days, 30 days, or no expiry.
• Use it anywhere in 190+ countries, with prices adjusted dynamically by destination.

That last detail—no-expiry data—is offered by only a few competitors (e.g., Roamless, KeepGo, BNESIM), still unusual among major brands. While most eSIMs self-destruct after a set period (even if unused), Truely’s approach lets travelers buy once and use it when they need it. It’s tailor-made for remote workers, slow travelers, or anyone who hops across borders often.

It’s also the kind of product logic that should’ve been obvious from the start—but wasn’t, because eSIMs have historically been designed by telcos, not travelers.

Dynamic Pricing That Actually Feels Fair

One of the most interesting technical shifts here is, according to launch coverage, Truely prices GB bundles by destination to reflect local costs. Instead of charging flat rates for “regions” (like “Europe” or “Asia”), the company adjusts the cost per GB based on each country.

That might sound small, but it’s a meaningful step toward pricing transparency. A gigabyte in Sweden shouldn’t cost the same as in Thailand—and Truely’s model reflects that reality.

Compare this to competitors like Airalo or Nomad, which often bundle dozens of countries into one zone, masking price differences behind “regional convenience.” Truely’s approach lets users see where their money goes—a subtle but strong user-trust move.

Bringing Humanity Back to Connectivity

Beyond the plans themselves, what really defines Truely’s direction is how human it feels. The company emphasizes 24/7 real human support, not just automated chatbots—a small but crucial distinction for anyone who’s ever tried to troubleshoot data in a new country with a bot that doesn’t understand “my SIM won’t activate.”

Truely also keeps its app and website uncluttered, focusing on clarity, not catalog size. That’s part of its broader mission to make global connectivity intuitive—a shift we’re seeing across the tech space as digital nomads and remote professionals demand smoother digital experiences.

The brand’s backers—1982 Ventures, DG Daiwa Ventures, and Goodwater Capital—hint that Truely isn’t playing small. It’s scaling up a user-first connectivity platform that treats simplicity as a competitive advantage.

In Context: How Truely Stacks Up

Let’s put it in perspective.

• Airalo dominates with coverage and convenience, but its “regional” structure and varying validity periods can confuse new users.
• Nomad eSIM offers flexible plans but focuses heavily on app features, not pricing clarity.
• BNESIM excels at affordability but leans on automation and lack the human-first touch.

Truely seems to be carving a different lane: a premium simplicity brand. It’s not trying to be the cheapest or the most complex — it’s positioning itself as the “Revolut of connectivity,” where transparency and ease are the values.

That resonates with the broader travel tech trend toward user experience as differentiation. As GSMA Intelligence notes, the eSIM industry’s next growth phase will come from “enhanced usability and trust-based design.” Truely is already operating in that mindset.

The Bigger Picture: Simplicity Wins

GSMA Intelligence projects 4.9B eSIM smartphone connections by 2030 (~55% of total); TCA reports consumer eSIM downloads doubled in 2023. But with growth comes clutter—hundreds of small providers competing on tiny margins and gimmicky promotions. The winners won’t necessarily be the cheapest, but the clearest and most trusted.

That’s why Truely’s launch matters. It’s not about inventing a new product; it’s about cleaning up the mess around an existing one. By offering flexible, transparent data bundles and no-expiry options, the company is reminding the industry what made eSIMs exciting in the first place: freedom, simplicity, and control.

For frequent flyers, digital nomads, and curious explorers, Truely’s model isn’t revolutionary—it’s refreshingly logical. In a sea of noise, sometimes the smartest move is to go back to basics—and do them better than anyone else.

About Truely

Truely is a global, user-first eSIM platform that makes staying connected abroad simple, transparent, and stress-free. Available in over 190 countries, Truely helps travelers skip airport SIM queues and avoid roaming shocks with instant activation, pause/resume feature, fair pricing, and 24/7 human support.