Mobile done right
iD Mobile (idmobile.co.uk) scores 84 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Telecommunications brands, E-commerce brands, in the 80th percentile of 2992 Telecommunications brands.
iD Mobile is a mobile virtual network operator (MVNO) based in the United Kingdom, founded in 2015 and owned by Carphone Warehouse. It provides 4G/5G mobile network services, including fixed-price SIM plans starting from £6 a month, pay monthly phones, refurbished devices, and accessories. Positioned as a cost-effective alternative to major UK carriers, iD Mobile targets budget-conscious consumers seeking reliable coverage and value, and is associated with the retail brand Currys.
| Brand Name | iD Mobile |
|---|---|
| Domain | idmobile.co.uk |
| Industry | Telecommunications, E-commerce |
| Founded | 2015 |
| Headquarters | United Kingdom |
| Parent Company / Owner | Carphone Warehouse |
| Main Competitors | giffgaff (87/100), Tesco Mobile (88/100), Sky Mobile (83/100), Voxi (81/100), Smarty (88/100), EE (91/100), O2 (72/100), Vodafone (93/100), Three (91/100), Virgin Mobile |
Moz Domain Authority 50/100 vs category average 43 / leader 99 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "Reliable 4G/5G coverage, Pay monthly phones, Fixed-price SIMs from £6 a month, Refurbished phones, accessories and more. iD Mobile - Brought to you by Currys" (Meta description: 25 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, og:title, og:description, og:image, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare.
Social footprint: verified profiles on Instagram, X (Twitter), LinkedIn, YouTube, GitHub; no detected presence on Facebook - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is iD Mobile?", Claude could identify the brand as of September 2026. iD Mobile is a UK mobile network operator that runs on Three's network infrastructure and is owned by Carphone Warehouse (Currys). It offers SIM-only and pay-monthly phone contracts, positioning itself as a budget-friendly alternative to the major carriers. Best known for Offering low-cost SIM-only and contract mobile plans in the UK using Three's network.
When asked "Best brands similar to iD Mobile?", Claude would recommend iD Mobile as of September 2026. It's a well-known budget MVNO in the UK market, so it's a reasonable mention alongside other cheap SIM-only providers like Giffgaff or Smarty.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
iD Mobile's main competitors in Telecommunications: giffgaff (87/100), Tesco Mobile (88/100), Sky Mobile (83/100), Voxi (81/100), Smarty (88/100).
Sources: Brand Analyzer scan
iD Mobile offers fixed-price SIM-only mobile plans starting from £6 a month, pay monthly phone contracts, refurbished phones, and mobile accessories. Its services include 4G and 5G network connectivity delivered as a mobile virtual network operator in the United Kingdom.
Sources: iD Mobile official site
iD Mobile is a mobile virtual network operator (MVNO) in the United Kingdom, founded in 2015 and owned by Carphone Warehouse. It operates on a UK mobile network infrastructure to provide SIM-only plans, pay monthly phones, and related services under its own brand, distinct from the major network operators it relies on for coverage.
Sources: iD Mobile official site
iD Mobile has limited AI-search visibility, scoring 33/100 on Brand Analyzer's AI visibility composite (visibility 15, trust 55, recommendation 40). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: iD Mobile official site
iD Mobile was founded in 2015. iD Mobile operates in the Telecommunications category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
iD Mobile is headquartered in United Kingdom. iD Mobile operates in the Telecommunications category.
Sources: Wikidata
iD Mobile provides mobile network services in the UK, including fixed-price SIM-only plans starting from £6 a month, pay monthly phone contracts, refurbished phones, and mobile accessories. As an MVNO, it delivers 4G and 5G connectivity to customers while being backed by the retail infrastructure of Currys.
Sources: iD Mobile official site
iD Mobile scores 40/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Telecommunications options. Recommendation depends on crawlability, structured data, and category authority.
Sources: iD Mobile official site
iD Mobile can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: iD Mobile official site
iD Mobile is known for offering fixed-price, low-cost SIM-only mobile plans starting from £6 a month, along with pay monthly phone deals and refurbished devices. It is also recognized for its association with Currys and for providing an affordable alternative to the UK's major mobile network operators.
Sources: iD Mobile official site
iD Mobile is owned by or part of Carphone Warehouse. iD Mobile operates in the Telecommunications category.
Sources: Wikidata
iD Mobile's target audience is budget-conscious UK consumers who are looking for affordable mobile plans, phones, and accessories without sacrificing network reliability. This includes individuals seeking cost-effective alternatives to major UK mobile carriers such as EE, O2, Vodafone, and Three.
Sources: iD Mobile official site
iD Mobile scores 33/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
iD Mobile has a weak AI-visibility profile at 33/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is trust (55/100) and its weakest is visibility (15/100). It benefits from a Wikidata knowledge-graph entry, a Moz Domain Authority of 50/100 and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify iD Mobile from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to iD Mobile: ST Engineering iDirect (84/100), iboss (84/100), IDNet (84/100), iFLYTEK (84/100).
A step up - brands to learn from: Webex by Cisco (91/100), Vodafone Portugal (91/100).
Category leader: GoTo (96/100).
Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.