It usually lands in late February or March. A polite, slightly apologetic letter explaining that — 'as agreed in your contract' — your monthly bill is going up by an inflation-linked percentage, plus an extra few percent, plus a small fixed amount. The total quietly adds £30 to £80 to your annual phone bill, year after year.
No annual price rises. Kindly is 30-day rolling, so there's no contract to lock you in. If we ever change a price, we'll tell you at least 30 days before, and you can leave without paying any more.
How can we do that? Three things. We negotiate hard on the wholesale side. We run lean — small team, almost no marketing spend. And growth spreads our costs. Raising prices is our last resort, not our plan.
It's worth pricing what 'no rises' is actually worth over a few years. For a single business SIM that's around £30/year saved How Kindly Compares's small-business plan. For ten SIMs, several hundred a year. Multiply by a five-year horizon and you'll see why the April letter is the quietest, most expensive part of most networks' business model.
