Mobile network Three has introduced a new policy for its customers in which they can use their UK price plan while abroad.
The new plan means that Three is initially eliminating roaming charges in seven countries: Republic of Ireland, Australia, Italy, Austria, Hong Kong, Sweden and Denmark.
Three claims that it's the first UK operator to offer customers the same rates as those they would get in the UK, without any additional charges.
"[Customers] can now use their UK price plan instead of incurring international roaming charges in certain countries if they are contacting loved ones in the UK, and even if you go out of bundle you will be subject to reduced roaming rates," the mobile operator said in a statement.
Three's new pricing policy, dubbed "Feel At Home", allows customers on pay monthly, pay as you go, SIM-only, mobile broadband and business plans to use their allowances abroad. Even if users exceed the limits in the selected countries then they will still incur lower rates than Three's standard roaming charges. Calls and texts to non-UK numbers will be charged at standard roaming rates and tethering is not allowed.
Thomas Malleschitz, marketing director at Three, said: "By abolishing expensive roaming charges in select countries we are allowing our customers to get even more value from their minutes, texts and data abroad by removing the fear associated with staying in touch while travelling."
The announcement comes a day after Reuters revealed that EU telecoms chief Neelie Kroes was scrapping a draft proposal to cut wholesale roaming fees by as much as 90 per cent.
Kroes had proposed a cap of 3 cents per minute for voice calls, a significant reduction on the current 10 cent cap which came into effect this year. The new rules would have started July 2014 and lasted until June 2022. She also wanted to slash the wholesale cap for data to 1.5 cents per megabyte from the current limit of 15 cents.
However, her latest draft plan does not mention the issue at all, according to Reuters.
The 27 European Commissioners voted in June to end all roaming fees for voice calls, texts and internet access, as part of the European Commission's aims to create a single European telecoms market.