- An introductory offer is a discounted price that applies for a set period, usually matching the minimum contract term, after which the standard price applies.
- When the offer ends the monthly cost typically rises, sometimes substantially, to the provider's standard out-of-contract rate.
- Ofcom requires providers to send an end-of-contract notification telling you when your deal finishes and what you will pay afterwards.
- Providers must also tell existing customers about their best available deals at the point the contract is ending.
Almost every mainstream broadband deal is sold at an introductory price. The discount is real, but it is temporary, and the gap between the introductory rate and what follows is where households quietly overpay for years. Knowing exactly when the honeymoon ends, and what replaces it, is the single most valuable habit in managing a broadband bill.
How introductory pricing works
The introductory price is tied to your minimum term. Sign an 18-month deal and the discounted rate normally runs for those 18 months, after which the contract continues on a rolling basis at the standard price. The standard price is set by the provider and is usually well above the introductory rate, because it is designed for customers who do not act when the deal ends.
What the out-of-contract price typically becomes
Out-of-contract pricing is the provider's full rate without any acquisition discount. The increase at the end of an introductory period can be significant, and because it arrives quietly, by simply appearing on the next bill, many customers never notice. The practical lesson is that the introductory price is the marketing, and the out-of-contract price is the real long-term cost of staying passive.
How to track when your offer ends
Note the start date and the term, then diarise the end date. You do not have to rely on memory: Ofcom requires providers to send an end-of-contract notification between 10 and 40 days before your minimum term finishes. That notice must state when the contract ends, what you currently pay, what you will pay afterwards, and the best deals the provider can offer you. Treat it as your cue to renegotiate or switch.
The notification rules in your favour
| Stage | What happens | Your move |
|---|---|---|
| During the offer | Discounted introductory price applies | Diarise the end date |
| 10 to 40 days before end | Provider must send end-of-contract notification | Compare deals, decide to switch or renew |
| At term end | Price rolls to standard out-of-contract rate | Negotiate, switch, or accept the rise |
| Out of contract | Standard price continues, free to leave | Switch any time with no exit fee |
Out of contract you are free to leave at any time, which is exactly the position that gives you leverage to negotiate or switch.
Frequently asked questions
What is an introductory broadband offer?
It is a discounted price offered to win your business, applied for a set period that usually matches your minimum contract term. When that period ends, the price rises to the provider's standard out-of-contract rate.
How long do broadband introductory offers last?
Typically for the length of the minimum term, commonly 12, 18 or 24 months. After that the contract continues on a rolling basis at the standard price unless you renegotiate or switch.
What happens when my introductory broadband deal ends?
The monthly price normally increases to the provider's standard out-of-contract rate, which can be substantially higher. The contract usually continues on a rolling basis, so you are free to leave without an exit fee.
Is my ISP required to tell me when my deal ends?
Yes. Ofcom requires providers to send an end-of-contract notification between 10 and 40 days before your minimum term ends, stating the end date, your current and future price, and the best deals they can offer.
How much more expensive is broadband out of contract?
It varies by provider and package, but the out-of-contract price is the full standard rate with no acquisition discount, so it is often meaningfully higher than the introductory price. Check your end-of-contract notification for the exact figure that will apply to you.
