Hajra Naz
NEW YORK (AP)— A growing number of celebrities are putting their names not just on clothing lines or perfumes, but on your cell phone service.
From beauty products and beverages to snacks and spirits, celebrity-backed brands are nearly everywhere these days. Now, some famous names are entering a less typical space: mobile virtual network operators, or MVNOs—companies that offer cell service by leasing infrastructure from major network providers like Verizon, T-Mobile, or AT&T.
The latest to join this trend? The family of U.S. President Donald Trump, who just launched Trump Mobile. Here’s what’s happening in this emerging space.
Which celebrities are joining the wireless business?
On Monday, the Trump Organization, currently managed by Trump’s sons Eric and Donald Jr., announced the debut of Trump Mobile. According to the company, the new venture will provide wireless service through what appears to be a licensing agreement with all three major U.S. cellular networks—and it plans to begin selling gold-colored phones by August.
Trump Mobile adds to an already long list of Trump-branded merchandise, which ranges from shiny gold sneakers to “God Bless the USA” Bibles. The rollout comes amid growing ethical concerns about the president profiting from his public office, with critics warning that personal business interests could influence public policy decisions.
“This raises a real question about a conflict of interest,” said Ben Bentzin, an associate professor at the University of Texas at Austin’s McCombs School of Business. He pointed out that as president, Trump appoints leadership at the Federal Communications Commission (FCC)—the same agency that regulates mobile carriers, including MVNOs.
That dynamic sets Trump Mobile apart from other recent celebrity-backed mobile ventures. Still, the launch comes at a time when more stars are eyeing the wireless market.
Just last week, actors Jason Bateman, Sean Hayes, and Will Arnett introduced SmartLess Mobile, a service named after their hit podcast SmartLess. The mobile provider is now available across the U.S. mainland and Puerto Rico, operating on T-Mobile’s 5G network.
Another celebrity-linked wireless brand is Mint Mobile. While it wasn’t launched by a celebrity, actor Ryan Reynolds bought a stake in the company back in 2019. Since then, Mint Mobile’s popularity has grown significantly. In 2023, its parent company, Ka’ena Corporation, was acquired by T-Mobile in a deal valued at up to $1.35 billion.
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Big brands and MVNOs beyond the U.S.
Celebrity names aren’t the only ones entering the phone market. According to Octavio Garcia Granados, a senior analyst at Forrester Research, well-known companies that previously had no connection to telecom have also explored MVNOs, especially outside the U.S.
For example, Walmart launched a mobile service called “Bait” in Mexico, while Italian soccer powerhouse AC Milan introduced branded SIM cards to connect directly with fans.
“The MVNO market isn’t new,” Garcia Granados explained. “What is new is how easy it’s become for brands to launch these plans and how consumer habits have evolved.”
Some MVNOs began as independent brands but were later acquired by larger telecom companies. Bentzin points to Straight Talk and Cricket, now owned by Verizon and AT&T, respectively. Traditional celebrity endorsements remain common, though today’s marketing relies heavily on influencer strategies, which Bentzin says is currently “the fastest-growing area of advertising and promotion.”
What are these mobile plans offering?
In the case of Trump Mobile, the appeal is largely focused on patriotism and brand loyalty. The company emphasized that the service is an “all-American” offering and timed its launch to the 10th anniversary of Trump’s 2015 presidential campaign kickoff.
The service’s main package, The 47 Plan, comes with a monthly fee of $47.45, symbolizing Trump’s pursuit of becoming the 47th president. The company also revealed a design mockup of its upcoming gold “T1 Phone,” featuring Trump’s “Make America Great” slogan on the lock screen.
According to Trump Mobile, the 47 Plan will offer unlimited calls, texts, and data through its network partners, plus free roadside assistance and telehealth services. The T1 Phone is expected to go on sale in August for $499, although the company clarified that it won’t manufacture the phone itself, but that it will be assembled in the U.S.
Experts have questioned whether producing and delivering such a phone within two months is realistic. Some have also raised concerns about the pricing. At nearly $50 per month, Trump Mobile’s plan is considered expensive compared to many other MVNO offerings.
“It’s not about offering lower prices,” Bentzin said. “It’s built on Trump’s fan base.”
By contrast, SmartLess Mobile and Mint Mobile have taken a more traditional route with affordable pricing and fewer political associations.
Mint Mobile—now owned by T-Mobile—promotes “flexible, buy-in-bulk” plans starting at $15 to $30 per month. All plans include unlimited talk and text, with variations based on data volume and subscription length. Mint was founded in 2016 and pitches itself as a way to escape hidden fees and complicated billing.
SmartLess Mobile also begins at $15 per month, with prices rising depending on data needs. Like Mint, all its plans use T-Mobile’s network and include unlimited talk and text. During its recent launch, the founders emphasized the idea of not overpaying for data most people don’t use, particularly since so much of it is consumed via Wi-Fi.
“Seriously, if your phone bill knew how often you’re on Wi-Fi, it would be embarrassed,” Hayes quipped during the June 10 launch.
Is there demand for celebrity-run cell services?
MVNOs have long been attractive to major carriers like Verizon and T-Mobile as strategic acquisitions. But whether a celebrity’s name can drive demand in this space is still uncertain.
For Mint Mobile, however, Ryan Reynolds’ investment paid off. Reports suggest that his 25% ownership stake in 2023 translated into a personal windfall of more than $300 million when T-Mobile acquired the company. Reynolds has remained closely involved with Mint as a creative leader and the face of its marketing campaigns, helping bring in new customers.
Bentzin believes the potential for that kind of success is likely fueling interest from other stars. Still, he cautions that newer celebrity-backed ventures haven’t yet proven themselves—and that as more players enter the space, attracting and keeping customers could become more difficult.
“As the market becomes more crowded, it could be harder and harder to pick off individual consumers,” he said.
Ultimately, beyond star power, consumers will continue to prioritize affordability and service quality. That means the real competition in the MVNO space will come down to brand strength and price, Bentzin emphasized.
Still, when a strong marketing message meets consumer expectations, MVNOs can be a profitable business, both for the brands that create them and for the big telecoms offering network access.
In that way, Garcia Granados concluded, these high-profile launches could serve as a “catalyst for others to follow.”
