You may have spotted our latest advert introducing Mugsville: a picture-perfect town where hidden fees, shrinking products and surprise charges are all part of everyday life.

It's a bit of fun, but it's built on something many of us recognise. Whether it's paying more than you need to, getting less than you used to, or being caught out by extra costs you weren't expecting, we've all had a Mugsville moment.

In fact, our research found that over half of UK adults think they're paying too much for their phone plan. Even so, 43% expect to stick with their current provider anyway.

It's not hard to see why. Nearly three quarters (73%) say it's harder than ever to tell whether they're getting good value for money, while 67% think hidden fees and price hikes have become worse over the last five years.

The good news? If you're with iD Mobile, you've already left town.

And while the residents of Mugsville seem perfectly happy paying more and getting less, iD Mobile customers are enjoying something a little different.

Customers on iD Mobile save an average of £310 a year compared with equivalent plans from the UK's major networks*.

That's not a joining offer, a limited-time discount or a reward for switching. It's the average saving our customers get by being with iD Mobile.

We work it out by comparing the plans we sell against like-for-like plans from EE, O2, Vodafone and Three, then calculating the average difference.

So while Mugsville residents are busy paying over the odds, you're already getting great value from your plan.

If you'd like to see exactly how we calculate the figure, you can view the full methodology here.

Saving money is a pretty good start, but it's not the only reason iD Mobile customers don't tend to hang around Mugsville.

Eligible plans come with useful features included as standard, helping you get more from your plan without the kind of surprises Mugsville is famous for:

• Inclusive Roaming – use your UK data, minutes and texts in 50 destinations.
• Data Rollover – unused data from one month rolls into the next.
• iD Perks – discounts and offers available through the iD Mobile app.
• 4G and 5G coverage – coverage across 99% of the UK population, including the London Underground.

In other words, fewer nasty surprises and more of the things you actually want from your mobile plan.

That's before you factor in our Great Trustpilot rating and recognition from Which?, Uswitch and Trusted Reviews for value.

We've all got that friend or family member who's convinced they'll switch one day, but somehow never gets round to it.

If they're paying more than they'd like to and getting less than they deserve, there's a fair chance they're still calling Mugsville home. After all, 41% of people told us they don't know when they're able to upgrade their phone plan, which might explain why so many end up staying put.

Refer them to iD Mobile and you could both receive up to £70 cashback when they join, subject to the offer terms.

Not only could they end up with a better-value plan, you'll get a little thank you for pointing them in the right direction.

Find out more about Refer a Friend

If you'd like to explore the campaign, visit our Mugsville page. You'll find the advert, the Town Noticeboard and plenty more examples of the everyday rip-offs that inspired it.

From shrinking snacks to surprise surcharges, the residents seem remarkably relaxed about paying more and getting less. We couldn't live there ourselves, but it makes for an interesting day out.

Seen a real-life Mugsville moment recently? Let us know in the comments below.

*Average saving based on like-for-like new 24-month phone contract pricing between 10 April and 10 July 2026, compared with EE, O2, Vodafone and Three. Figure subject to change. Research conducted by OnePoll among 2,000 nationally representative UK adults in July 2026. Visit the Mugsville page for the latest information.