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Belgian Telecom Operator 'hey!' Accused of Penalizing Loyal Customers with Lifetime Promotions

Belgian Telecom Operator 'hey!' Accused of Penalizing Loyal Customers with Lifetime Promotions

Posted by DealsPlus

Belgian telecom operator 'hey!', a subsidiary of Orange Belgium, is facing criticism for its recent "lifetime" promotional offers that appear to significantly disadvantage long-term customers. While new subscribers are being offered substantial, permanent discounts on mobile and internet services, existing customers are left paying higher rates unless they actively intervene.

Key Takeaways

  • 'hey!' is offering a lifetime discount of €2 per month on its 'hey! mobile M' plan, reducing the price from €9 to €7, but this is exclusively for new customers signing up by September 29, 2025.
  • Existing 'hey! mobile M' customers continue to pay €9 per month, a difference of 28.6%.
  • A similar "lifetime" promotion for internet services offers new customers a price of €29 per month instead of the usual €39, saving them €120 annually.
  • This practice mirrors previous promotions by Orange Belgium's brands, VOO and 'hey!', which have also favored new customers over loyal ones.

Mobile Plan Discrepancies

The 'hey! mobile M' plan, which includes unlimited calls and SMS along with 25 GB of data, is being advertised with a lifetime reduction of €2 per month for new sign-ups. This offer is valid until September 29, 2025. However, loyal customers who have been with 'hey!' for some time are still charged the standard €9 per month. This creates a situation where long-standing customers pay 28.6% more for the exact same service.

This is not the first time 'hey!' has drawn ire from its existing customer base. In May 2025, the operator stopped offering a €5 per month SIM card, further alienating its older clientele.

Internet Service Price Gaps

Adding to the controversy, 'hey!' launched another "lifetime" promotion on September 22, 2025, targeting its internet-only service. New customers who sign up by October 5, 2025, will benefit from a permanent monthly rate of €29, down from the regular €39. This translates to an annual saving of €120 for new subscribers, while existing customers who do not actively complain or renegotiate their contract will continue to pay the higher price.

The internet promotion effectively creates three tiers of pricing for the same service: €39, €34, and the promotional €29 per month. This strategy, which Orange Belgium has employed across its brands like VOO since July 2024, is designed to attract new customers but often leaves existing ones feeling undervalued and penalized for their loyalty.

A Pattern of Customer Segmentation

Critics argue that these "lifetime" promotions, while seemingly attractive, are a tactic to incentivize new customer acquisition at the expense of customer retention. The practice forces existing customers to either accept higher prices or engage in potentially uncomfortable negotiations to secure better rates. This approach has been observed with VOO as well, where some customers have faced annual increases of up to €204 compared to new subscribers.

Orange Belgium, through its low-cost brand 'hey!', relies on online-only support and leverages the VOO fixed network in Wallonia and Brussels, and the Orange mobile network nationwide. The company's strategy of offering significant, permanent discounts only to new customers highlights a business model that prioritizes growth through acquisition over rewarding long-term customer loyalty.

Sources