UK broadband provider NOW has announced a price increase of £3 per month, resulting in an additional £36 per year for customers. The rise is attributed to growing operational costs affecting the entire broadband industry, according to the company.
The new pricing will take effect from 4 July 2025, impacting most customers once any current promotional offers expire. NOW emphasises its continued investment in network capacity to improve service quality despite challenging economic conditions.
Rising Costs and Industry-Wide Pressures Behind Price Adjustment
NOW’s decision to increase broadband prices comes amid what the provider describes as “significantly increased” costs in delivering its services. According to a statement on its website, the company has expanded its broadband network capacity by 24% since 2022, reducing congestion and enhancing speed during peak usage times.
The broadband sector has faced widespread cost pressures in recent years, with many providers passing these onto consumers. NOW highlighted that its price adjustment aligns with industry trends, and it has sought to maintain affordable rates while investing in network improvements.
Customers currently benefiting from promotional offers will see their prices rise once those deals end. The company also reiterated its commitment to keeping prices as low as possible given the challenging environment.
Support for Vulnerable Customers and Cancellation Options
NOW continues to offer the Broadband Basics social tariff for customers claiming certain benefits, including Universal Credit, Pension Credit, and Income Support. This package allows eligible customers to maintain their current prices despite the broader increase.
To qualify, account holders must provide proof of receipt of specific benefits. NOW emphasises this scheme’s role in ensuring that financially vulnerable customers remain connected.
For customers dissatisfied with the price increase, NOW offers a penalty-free cancellation window of 31 days from notification of the change. Customers are encouraged to contact NOW Broadband directly on 0330 041 2498 to discuss their options.
These measures reflect a balance between sustaining network investments and addressing affordability concerns in a challenging market environment. The price increase is effective from 4 July 2025, with affected customers having been notified via email, according to NOW.
