TL;DR
Virgin Media O2 Priority is the rewards programme available to O2 mobile and Virgin Media broadband customers. Perks include early ticket access, free items via partner brands and giveaways. Loyalty programme terms can change at the operator's discretion. Ofcom rules cover mid-contract price rises but not loyalty perks.
Last reviewed 3 June 2026
Key facts
- Priority is the customer rewards programme operated by Virgin Media O2, available via the Priority app.
- Access is included at no additional charge for active O2 mobile and Virgin Media broadband customers.
- Priority is a discretionary loyalty programme. Specific offers, partner brands and perks vary by week and are not contractual entitlements.
- Ofcom's General Conditions of Entitlement cover mid-contract pricing transparency and switching rights, not loyalty programme content.
- Customers unhappy with service changes can switch provider; mobile and broadband number portability is a legal right.
What Priority offers and how it works
Priority is the customer rewards programme run by Virgin Media O2 for its active mobile and broadband customers. Access is via the Priority app on iOS and Android. Login is tied to the active customer account; the rewards stop when the account closes.
Typical perks include early access to event tickets (concerts, sport, theatre), partner brand offers (free coffees, discounted food, retail vouchers), competitions and prize draws. The mix of perks varies week to week and is determined by Virgin Media O2 and its commercial partners.
The Priority app shows live offers, redemption codes and locations. Most partner offers are redeemed by showing a code at point of sale or scanning a QR code via the app.
Are loyalty perks contractual?
Loyalty programmes operated by UK mobile and broadband providers are generally not contractual entitlements. The customer's contractual rights are defined by the mobile or broadband contract itself (price, included allowances, contract length, fair usage policy). Loyalty rewards sit outside the contract and the operator can change, withdraw or restrict them at any time, typically with notice.
Ofcom regulates the underlying mobile and broadband contracts under its General Conditions of Entitlement. Key consumer protections include:
Mid-contract price rises: Operators must clearly inform customers of future price rises in pounds and pence at the point of sale. Customers can leave penalty-free if a price rise was not adequately disclosed.
End-of-contract notifications: Operators must notify customers when their contract is ending and inform them of their best available tariff.
Switching and number portability: One-step switching applies to mobile via a text-message PAC code. Number portability is a legal entitlement.
Loyalty programme cuts on their own are not grounds for penalty-free exit from a mobile or broadband contract.
If your contract is changing or you want to leave
Steps to take if dissatisfied with service or perks:
1. Check the contract end date: Most penalties only apply during the minimum term. Out of term, the customer can leave with 30 days' notice.
2. Check for material detriment changes: If the operator has made a material change to terms or price, the customer typically has a 30-day window from notification to exit without penalty.
3. Run a switching comparison: Ofcom maintains a list of accredited comparison sites for mobile, broadband and TV. Switching is generally faster and cheaper than negotiating retention deals, especially for customers out of contract.
4. Complain in writing: Use the operator's formal complaints process. Unresolved complaints (deadlock or 8 weeks) can be escalated to CISAS or Ombudsman Services Communications, depending on the operator's chosen scheme.
Advisory: Loyalty programme perks are a marketing benefit, not a contractual right. Decisions to switch should be based on the underlying contract price and service quality, not on perk changes alone.
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Disclaimer
This article is for general information only and does not constitute financial, legal, tax, insurance, or investment advice. Kael Tripton Ltd is registered with the Information Commissioner's Office (ICO ZC135439) as a data controller but is not authorised by the Financial Conduct Authority. Figures and rules are correct at time of publication and may change. Always check the primary source linked below before acting on any information, and seek advice from a qualified professional for your specific circumstances.
Sources
Frequently asked questions
Is Priority included in my O2 or Virgin Media contract?
Priority is a discretionary loyalty programme available to active customers, not a contractual benefit. Specific perks can change without affecting your underlying mobile or broadband contract.
Can I cancel my contract if Priority perks are cut?
Generally no. Loyalty programme changes are not grounds for penalty-free exit. Penalty-free exit usually requires a material change to your contract terms (such as a price rise above what was disclosed).
How do I escalate a Virgin Media O2 complaint?
Use the operator's formal complaints process first. If unresolved after 8 weeks or in deadlock, escalate to CISAS or Ombudsman Services Communications. Virgin Media and O2 are each members of one of these schemes; check the operator's website for the relevant scheme.
How do I switch mobile provider with the same number?
Text PAC to 65075 to receive a porting authorisation code. Give this code to the new provider within 30 days. The new provider completes the switch within one working day. The number transfers automatically.
