TORONTO – Telus says it’s the first “premium” Canadian carrier to scrap its $35 activation fee, it will also eliminate the $25 equipment exchange for renewing customers.
In a bid to differentiate itself from Rogers and Bell, the telecom says the move reflects its focus of placing “customers first and being fair and transparent,” by becoming the first “established brand” to eliminate activation fees.
The move is part of Telus’ “clear and simple pricing initiatives,” to help customers understand when they are paying for “tangible products or value-added services,” it stated in a news release. Effective November 1, Telus will begin charging $10 for SIM cards to cover the product cost that was previously included in their renewal and activation fees. Telus says a new SIM card is only required when customers don't already have a compatible card for their device.
"The wireless industry and competitive landscape have changed over the years and with that, our customers' needs have evolved," said Brent Johnston, vice-president, Mobility Solutions, Telus. "Our customers have told us they feel activation and renewal fees are unfair. We have been listening and that's why we're giving them exactly what they've asked for."
The move follows last month’s announcement by the Competition Bureau that it is launching a $31 million lawsuit against Bell, Rogers, and Telus regarding misleading advertising for texting services.
In addition to eliminating activation fees, Telus says it has “dramatically simplified its entire fee schedule.”
