Low-cost provider Plusnet has reportedly started offering customers a free unlimited broadband service, complete with week calls, for 12 months.
The offer, which will shift to £9.99 a month thereafter, may well be seen by many as a response to Sky Broadband's decision to push a similar deal last week.
Customers signing up to Plusnet's deal will still have to pay the company's phone line rental, which currently costs the equivalent of £12.99 per month when paid in advance for the year, protecting against September's price increase.
Despite the hike, customers locking in for the year with the annual up front deal can still benefit from one of the cheapest line rental rates in the UK - for the year at least.
In terms of PlusNet's latest broadband deal, users will have access to download speeds of up to 17Mbps and upload speeds of 1Mbps, free UK weekend calls, a free wireless router, and UK-based call centre support.
According to ISPreview, the discount will be available to customers until the middle of next week.