The rebranding of the merged Ufone-Telenor mobile operation is expected soon following regulatory approval, according to sources. However, the date for the formal launch has not been confirmed. Sources at PTA said the regulator had granted conditional approval for the rebranding, subject to completion of all required legal formalities, while adding that the authority was unaware of any plan to hold the rebranding event on September 15 and had not received confirmation of the date.
The Ufone-Telenor amalgamation has been completed under Pak Telecom Mobile Limited, bringing their spectrum resources, network infrastructure and customer base under a single mobile operation. The combined business serves more than 74 million subscribers across Pakistan, making the rebranding a significant development for the country’s telecom sector given the scale of the merged customer base. Following the merger, management proposed replacing the existing Ufone and Telenor Pakistan identities with the global e& brand, a move that would align the merged operation with the wider e& brand used by its parent company in other markets.
According to sources, PTA’s approval reportedly requires PTML to notify the regulator after completing the necessary legal requirements and before launching any commercial or promotional campaign under the new identity. The proposed rebranding had previously been delayed amid legal and corporate governance questions surrounding the approval process, reflecting the level of regulatory scrutiny applied to a change of this scale within Pakistan’s telecom industry. While e& remains the proposed identity for the merged operation, PTML has yet to publicly announce the final brand name, launch date, or transition plan for existing Ufone and Telenor customers, leaving key details of the rebranding process still undisclosed as the company works through the remaining regulatory and procedural steps required before any public rollout can proceed.
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