We make your life easier


We offer a wide range of the best mobile phones

We always want our customers to find a phone that's right for them. Whether you're after the latest and greatest, or a model without all the bells and whistles, we've a phone for everyone.

We make your life easier

Since 1992, we’ve been helping customers get the best deal on their dream phone. We firmly believe in giving you the highest quality, for the lowest price. That’s why we work with three of the UK’s leading networks to do all the haggling for you, so you can easily find the best deals all in one place.

We lead by example

We’re the No.1 online-only retailer of mobile phones in the UK, with great deals on big names like Apple, Samsung, Huawei and Sony. Plus, we’re proud to have been noticed for our efforts, winning “What Mobile Best Online Retailer”, for seven consecutive years and “Mobile News Awards Online Retailer of the Year” for six. Cheers to that!

See what others have to say

From the call centre to everyone behind the scenes, everyone is always striving to take any stress off you. So, we’re proud to have so many happy customers. We’re rated 4.5 stars from over 55,000 customers

We're apart of the AO family

AO are a well-known and loved brand and we share a lot of the same values. We’re all about having the happiest customers so we’re a perfect match. When you smile, we know we’ve done a good job. It’s at the heart of everything we do, and it’s the reason our logo is always smiling.

When it comes to selling appliances and electricals, AO have got the lot. Washing machines? Yep. TVs? Check. Laptops? Absolutely. Except doorbells (just kidding, we’ve got those too). And now, with Mobile Phones Direct, we’ve got a fantastic range of mobile phones and SIM plans too.

AO started in a pub in Bolton, a £1 bet and a mission that things could be done better! 20 years later, we have amazing scores on Trustpilot, help over eight million customers every year and employ more than 3,000 people.

So, what does that mean if you’re already a customer of Mobile Phones Direct? The good thing is that nothing changes. You’ll still get the amazing service and great deals that you’re used to. And now, you can rest assured you’re shopping with a company that puts you at the heart of everything they do.

AO, Let’s Go!

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