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09/12/2025 – 03:00 AM
Gigs’ OS for mobile services will redefine how AT&T delivers connectivity to hundreds of millions of US consumers, ushering in a new era of telecom
SAN FRANCISCO – In a strategic move poised to reshape the telecom landscape, AT&T (T) is partnering with Gigs, the company behind the operating system for mobile services, to embed connectivity directly into the fabric of consumers’ digital lives. This collaboration aims to streamline mobile service delivery to AT&T’s vast user base across North America.
The core innovation lies in Gigs’ operating system, which enables technology brands to seamlessly integrate cellular connectivity into their existing applications. This means users can activate phone plans in seconds, manage them directly within their favorite apps, and receive automated, AI-driven customer support. Fintech leader Klarna will be the first company to launch a phone plan powered by Gigs’ operating system and run on AT&T’s expansive network.
This partnership marks a significant departure from traditional telecom customer acquisition strategies. Instead of relying on costly marketing campaigns, AT&T and Gigs are shifting distribution to digital storefronts within the apps consumers already use daily – think finance, shopping, and workplace platforms. This “embedded connectivity” approach promises near-zero customer acquisition costs and a more sustainable path to subscriber growth.
The implications for both AT&T and the broader tech industry are substantial. For AT&T, Gigs’ technology provides a new avenue to reach a wider audience and solidify its position as a leading network provider. For technology brands, embedded phone plans represent a strategic opportunity to enhance customer loyalty, generate recurring revenue, and consolidate essential services into a unified digital experience.
By allowing tech companies to embed phone plans directly into their core products through Gigs’ technology, this model creates a more efficient, sustainable path to subscriber growth for network providers, and a powerful new strategic lever for customer loyalty and revenue growth for technology brands.
The convergence of telecommunications and consumer technology is set to drive significant innovation,” said William Traylor, Vice President, Emerging Business – Platforms & Partnerships at AT&T. “This will allow the telecommunications industry to access new, trusted channels designed to serve new audience segments, and create a new blueprint for how people buy and access phone plans in the future. The future is one where consumers can buy and manage their cellular plans from any number of personal or workplace apps they use every day, with just a few taps.”
According to Hermann Frank, CEO and Co-Founder at Gigs, “Telecommunications built the infrastructure that gave us the internet and our entire digital world – it’s a foundational American industry that ushered in the first wave of digital innovation. Gigs’ operating system for mobile services will give telecom the technology it needs to ensure consumers receive the mobile experiences they deserve.”
The move comes as telecom companies are under increasing pressure to innovate and find new revenue streams in a saturated market. Analysts note that embedding connectivity offers a compelling value proposition for both consumers and businesses. Consumers benefit from the convenience of managing their mobile plans within the apps they already use, while businesses can leverage connectivity as a strategic tool to enhance customer engagement and generate new revenue streams.
Beyond Klarna, other fintech companies such as OnePay and Majority have already launched branded phone plans using Gigs’ platform on AT&T’s network. The pipeline for future partnerships remains strong, signalling a potential paradigm shift in how mobile services are delivered and consumed.
Together, AT&T and Gigs are redefining the mobile experience for US consumers, and providing new channels to drive customer loyalty and revenue growth for technology brands.
About AT&T
We help more than 100 million U.S. families, friends and neighbors, plus nearly 2.5 million businesses, connect to greater possibility. From the first phone call 140+ years ago to our 5G wireless and multi-gig internet offerings today, we @ATT innovate to improve lives. For more information about AT&T Inc. (NYSE:T), please visit us at about.att.com. Investors can learn more at investors.att.com.
About Gigs
Gigs, the operating system for mobile services, empowers tech companies to seamlessly embed connectivity into their offerings in weeks. By bundling phone plans and travel data with their core services, Gigs’ customers can increase stickiness and unlock a new recurring revenue stream with digital mobile experiences that meaningfully create value to consumers. Gigs’ end-to-end platform provides everything brands like Klarna, Nubank and Majority need to launch and operate their own multi-market mobile service: premium connectivity, a hosted checkout, billing, subscription management, analytics, and AI-powered customer service. Backed by Ribbit Capital, Google, Y Combinator, Speedinvest and BoxGroup, Gigs was founded by Hermann Frank and Dennis Bauer in 2020. For more information, visit gigs.com.
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