EE has announced the launch of Smart Plans for its pay monthly customers, which the company describes as the most customisable mobile plans available in the UK.

EE’s Smart Plans permit customers to swap between four different benefits every 30 days depending on what they need to use. The benefits include the Roam Further Pass, which allows customers to access UK plan allowances in Australia, Canada, Mexico, New Zealand and the US; the BT Sports App, which provides access to on-demand and live action for several sports; the EE Video Data Pass, which gives customers access to unlimited streaming of MTV play, TV Player, BT Sport, Amazon Prime Video and Netflix; and the EE Music Data Pass, which provides unlimited access to Tidal, Deezer and Apple Music.

EE is currently making Smart Plans available for device contracts, so they will not apply to SIM-only users. Customers can use the MY EE app to swap benefits, or they can also swap online.

Customers who opt for a Smart Plan will also receive an EE Service Pack offering, which includes a £10 discount on all protective gear, a lifetime guarantee for the device, and an annual account and device MOT.

Ed Goff, EE’s marketing director, said that the company’s Smart Plans will provide its customers with a more flexible and personal experience for their smartphones. He added that the plans will also give EE’s customers “the best 4G experience” and that they will provide the foundation for the company’s 5G service that is expected to launch sometime this summer.