iD Mobile app tops 2 million users as self-service grows

iD Mobile's app has passed two million registered users across iOS and Android.

The milestone comes as more of the operator's 2.5 million subscribers use the app to check data usage, manage plans and buy add-ons instead of contacting customer support through traditional channels.

The app launched in 2024 as part of a broader push towards digital self-service for account management. iD Mobile worked with app developer Apadmi on the project, building native apps for Apple and Android devices, as well as a web version.

Growth in app usage mirrors subscriber growth. iD Mobile surpassed 2 million subscribers in late 2024 and has since grown to more than 2.5 million, creating a larger customer base that can be directed towards app-based services.

Recent updates include multi-subscription management, which lets customers manage multiple accounts in one place. The operator has also added Roam Beyond data roaming add-ons for a growing list of destinations, extending the app's role from account support into direct sales.

The changes reflect a broader pattern across telecoms, where operators are trying to cut customer service costs through call centres while increasing the share of account activity handled in their own apps. Greater app adoption can reduce support costs and create more opportunities to sell extras such as roaming products and plan changes.

The app is rated 4.5 on Apple's iOS platform and 4.4 on Google Play, compared with 2.3 for iD Mobile's previous iOS app.

According to iD Mobile, the platform is updated weekly to respond quickly to customer feedback and changing usage patterns. That approach reflects the growing importance of software development cycles in telecoms, where customer service is increasingly delivered through regularly updated digital products rather than stores or contact centres alone.

iD Mobile, the mobile virtual network owned by Currys, runs on Three's network in the UK. Its growth in both subscribers and app users suggests the business is becoming more reliant on digital channels as it expands in the competitive market for lower-cost mobile plans.

Lewis Henry, Customer and Marketing Director at iD Mobile, said, "Reaching two million registered app users is an important milestone for the business. It shows that our customers genuinely value having straightforward, reliable tools that put them in control of their mobile experience. The app is central to how we support customers, and it will continue to be a key focus for future investment."

Keeley Lee, Client Services Director at Apadmi, said, "Apadmi's mobile experts have thoroughly enjoyed working with iD Mobile's teams to get the app to where it is today, and we're all incredibly proud of this milestone. The transformed mobile experience that we've built in partnership is designed to scale as iD's customer base grows, so it's great to see that the app is now supporting self-service, plan management, data roaming add-ons and more for over 2 million users."