New formats: how the telecom market stays flexible amid forced restrictions

      Photo source: Chat GPT neural network

      The telecom market is responding to changing trends in the communications sector. An increase in the number of SMS sent and a new surge in the popularity of voice calls have led operators to offer customers relevant plans based on their real needs. One such product is the updated plan from T2, in which unlimited service covers three communication formats at once.

      The unexpected rise in SMS popularity in Russia has been caused by mobile internet restrictions introduced in many regions for security reasons. While message traffic had been steadily declining before, last summer it showed growth of 12–15%.

      The increase in the number of calls in 2025 was influenced by restrictions on calls in messengers. According to estimates by the Ministry of Digital Development, in August voice-connection traffic grew by 20–30%. Growth in data traffic, however, is a stable trend of recent years. For operator T2, an annual increase of 18–20% is normal. The main factors behind these changes are watching online video and more active use of messaging apps.

      Triple unlimited became another feature of T2’s revamped “Enough!” plan. Now subscribers can use the internet without limits on both weekends and weekdays, make unlimited calls to each other within the T2 network with no time limits, and send an unlimited number of SMS messages across the country.

      “Recent months’ challenges are noticeably changing customary communication formats. Subscribers who often find themselves in areas of forced mobile internet restriction have once again appreciated the reliability of voice communication and SMS to stay in touch with their loved ones. We understand well that in the current conditions unlimited internet alone is no longer sufficient for comfortable communication, so we updated the ‘Enough!’ plan, removing restrictions on other means of communication as well. This is a timely and justified step fully aimed at meeting our subscriber’s current needs,” says Alexey Sidorov, director of T2’s Volga macro-region.

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