Three UK joined a growing band of carriers ditching unlimited data plans when it introduced a 1GB monthly limit yesterday.
The carrier follows UK rivals Vodafone and O2 and AT&T in the US in binning unlimited tariffs to keep pace with an explosion in mobile data traffic.
Analysts were surprised by the decision, having expected Three to offer large data bundles to set its service apart from larger rivals, the BBC reports.
A 1GB limit would allow users to download between 200 and 300 MP3s each month, the broadcaster noted.
Vodafone unveiled 1GB and 5GB data plans for Apple’s iPad in May, but dropped any lock-in period by allowing users to cancel after 30 days.
O2 introduced its cap on June 24, but had previously stated that 97% of its data users would be unaffected by the change. That said, it has still built-in a three-month grace period for subscribers to ease them into the change.
A less stringent 2GB maximum was unveiled by AT&T earlier this month, prompting speculation rival Verizon Wireless could follow suit.