Hyperoptic previously advertised itself as a broadband provider that did not increase prices during a contract. This made it different from other major providers, including O2, Vodafone, and BT
A major broadband provider has ditched one of its biggest pledges and will implement mid-contract price rises for customers.
Hyperoptic previously advertised itself as a broadband provider that did not increase prices during a contract. This made it different from other major providers, including O2, Vodafone, and the BT Group, which includes BT, EE, and Plusnet.
The firm has also spent the last few years campaigning against the practice. Before this year, telecoms providers were allowed to increase prices mid-contract in line with inflation from March and April, plus up to 3.9% extra on top of this.
However, Ofcom banned inflation-based mid-contract price rises this year. Telecoms providers can still hike prices mid-contract, although now it is by a set amount detailed in the contract in “pounds and pence”.
In early 2023, Hyperoptic launched a TV ad campaign calling out the pricing tactic. But in a U-turn move, the provider has now implemented mid-contract prices into its contracts.
From April 2026, broadband contracts will rise by £3 a year. However, the price hikes will only affect customer contracts that joined after June 3 this year. Hyperoptic currently has around 300,000 broadband customers in the UK.
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The broadband provider said that existing customers will not be affected by the yearly price rises – unless they switch to a new contract. Customers on a Fair Fibre plan – which is the provider’s cheaper package for those on benefits such as Universal Credit – will also not see their prices rise mid-contract.
Lutfu Kitapci, chief technology officer and managing director of ISP at Hyperoptic, said: “For years, broadband consumers have had to deal with unknown price increases in the middle of their contract and we are proud to have campaigned and supported the ban of this unfair practice.
“Price changes however are not uncommon, for example after introductory pricing, discounted months and other offers.”
He added: “To remain competitive in the current environment, we will be introducing an annual increase of £3 from April 2026, for customers joining from 3rd June 2025”.
The price adjustments represent significant percentage increases across Hyperoptic’s product range – with some rising by 12% overall:
- 50Mb Fast – Current: £26 – From April 2026: £29 (+12%)
- 150Mb Superfast – Current: £26 – From April 2026: £29 (+12%)
- 500Mb Ultrafast – Current: £31 – From April 2026: £34 (+10%)
- 1Gb Hyperfast – Current: £35 – From April 2026: £38 (+9%)
Alex Tofts, Strategist at Broadband Genie, expressed strong disappointment at the move, he said: “We’re disappointed to see Hyperoptic join the long list of providers that raise prices for its customers before they reach the end of their deal. This price increase represents a gigantic price jump of 12% for customers wishing to subscribe to their most affordable deals.”
He added: “All mid-contract price rises achieve is concern and confusion for customers. The only way we can make true progress and do justice for bill payers is for Ofcom to step up and outright ban these shameful price rises”.
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