Everything Everywhere-owned T-Mobile has announced the launch of a cut-price “all-you-can-eat” UK phone tariff with no fair use policy.

The “Full Monty” T-Mobile contract will allow phone users to make as many calls and texts as they like and use as much data as they can download without a cap. The firm claims the deal is the first in the UK to not be restricted by a fair use policy.

Full Monty plans will start from £36 a month and run for a minimum of two years. Customers on the cheaper tariff will face a cap of 2,000 cross-network minutes, which somewhat flies in the face of the “all-you-can-eat” concept with “no fair usage policy”.

Those with the time and inclination to truly consume all the calls, texts and data they can mange will have to fork out at least £41 a month.

Customers that choose the cheapest tariff will be able to choose from a number of free handsets, including the iPhone 4 8GB, the Samsung Galaxy SII and the HTC Sensation XE. Anybody that wants an iPhone 4S 16GB will have to pay an upfront fee of £99 on this tariff.

The £41 plan includes the option to take home a BlackBerry 9900 or an iPhone 4S 16GB for a £29 upfront fee, while those happy to part with £61 a month can enjoy the iPhone 4S 64GB handset, again for a £29 upfront fee.

The new Full Monty plans will be available to all new T-Mobile customers and any existing customers who are coming up for an upgrade. Currently, the cheapest similar deal on the market is the “One Plan” from Three which allows unlimited data and tethering, but also caps cross-network calls at 2,000 minutes. The One Plan starts from £25 a month. Relative newcomer Three has rapidly gained market share from its larger rivals by aggressively discounting its data packages.

Ben Fritsch, T-Mobile’s head of propositions, said: “Over the past two years, we’ve seen a rise in mobile internet use of over 250%, which reflects the consumer trend of being ‘always on’ wherever they are.

“However, consumers also still want to retain a more personal level of communication by calling or sending a text. The Full Monty has been designed for customers who want the peace of mind that there are absolutely no limits placed on their allowances, while also knowing they’re getting market leading value for money.”

The Full Monty plan will officially launch on 1 February. Existing T-Mobile customers will be able to upgrade to the new all-you-can-eat tariffs even if they have not come to the end of their current contracts, but will not be able to claim a free handset if they sign up.

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