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Donald Trump Jr. and Eric Trump launched Trump Mobile earlier this week, joining a growing list of celebrity mobile networks, including SmartLess Mobile and Mint Mobile, the latter of which was sold to T-Mobile in 2024. These mobile virtual network operators (MVNOs) lease spectrum from major carriers to reduce startup costs.
The rise in celebrity-backed mobile networks is driven by a decrease in loyalty to major providers, advancements in technology, and the ease of switching between services due to SIM card prevalence. According to consumer analysts, while MVNO plans may not always be cheaper, they often offer attractive promotions, making them appealing to customers.
Outside the U.S., MVNOs have seen success, with Walmart Mexico’s Bait network reporting 19.8 million users in Q1 2025. This trend of celebrity involvement in telecommunications reflects a broader shift in the industry, suggesting that setting up an MVNO is becoming more accessible for smaller companies.
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