SHRINKFLATION
Same packet, same price. Now with two crisps and a lot of air.
WELCOME TO MUGSVILLE
Proudly twinned with Le Swindélle
An all-too-perfect little town, where getting ripped off is just a way of life
We’re all tired of getting mugged off!
From hidden fees to shrinkflation, to paying through the nose for things that really shouldn’t cost that much to begin with. Being ripped off has quietly become a normal part of everyday life.
MUGSVILLE
TOWN NOTICEBOARD
UNFAIR FARES
A day's wage for a ticket to the next village... with complimentary delays.
SNEAKY CHARGES
Ordering a cheeky takeaway with even cheekier fees and surcharges.
Getting mugged off on your phone plan?
In Mugsville, everyone overpays with a smile. But across the UK over half of us think we’re paying too much for our phone plan — yet we stay put with our networks anyway... but why? Because... well... just because.
%
feel hidden fees and price hikes have worsened in the last five years.
%
say it's harder than ever to tell whether they're getting good value for money.
%
are unaware of when they're able to upgrade their phone plan.
%
expect to keep their plan without switching, despite thinking they’re overpaying.
*Research conducted by One Poll among 2,000 nationally representative UK adults, July 2026.
Leave the MUG life behind!
Save £310
a year
on average vs. the major networks by switching your phone
plan to iD Mobile1, and around £130 a year on SIM only, too.
Give the MUG a wipe to see what you can save with iD Mobile
And it’s more than just great savings.
All of our plans come with these great features, at no extra cost.
Let the good times roll!
Perk up!
We’ve got you covered!
We’re an award-winning network you can trust.
We're the network brought to you by Currys – recognised by Which?, Uswitch and Trusted Reviews for our great value. Customers rate us 'Great' on Trustpilot too!
ESCAPE
MUGSVILLE
Save £310
a year on average vs. the major networks.1
Text PAC to 65075
Then switch to iD by giving us your PAC and we'll take care of the rest. No queues, no hold music, no mugging off...
That’s mobile done right!
How do we work it out?
We take all the phone plans we range and conduct a like-for-like comparison against EE, O2, Vodafone and Three.
We then add up the savings and divide by the number of matches to get an average. Simple!
See our calculationsTerms and Conditions.
- Average Save: Average saving is based on pricing of a new like for like 24-month phone contracts, between 10th Apr 2026 and 10th July 2026.
- Inclusive Roaming: Inclusive roaming is included as standard on all iD Mobile plans, allowing customers to use their inclusive UK minutes, texts, and data in 50 inclusive Roaming destinations. A 30GB data limit applies in line with the Fair Usage Policy.
- Data Rollover: Unused monthly data rolls over once into the next month and is used first. Rollover data expires after one month. Available on all iD Mobile pay monthly plans.
- Coverage: Coverage varies by location, device and conditions. 99% UK population 4G coverage based on the Three network. Check coverage in your area.