Vodafone has abolished line rental charges for new and upgrading fibre optic home broadband customers.
According to the provider, this is an "industry first" that will make its home broadband pricing structure more transparent and easier to understand.
The move means subscribers will still receive a landline and be able to use it without having to pay for it.
The company says this makes its Unlimited Fibre Broadband 38 package the lowest priced deal of its kind.
Vodafone stresses that best pricing has been reserved for people who currently have a mobile phone contract with the company, as they stand to save an extra £3 a month.
The firm has also pointed out that its Vodafone Unlimited Fibre Broadband 76 deal will cost up to £349 less over 18 months than Sky Fibre Unlimited Pro, and £332 less than BT's Unlimited Infinity 2.
All fibre broadband packages are unlimited and deliver high-speed broadband across the UK.
Glafkos Persianis, Commercial Director at Vodafone UK, commented: "Giving our customers the opportunity to break free from hidden line rental charges is our way of letting our customers know that we are listening and that we are serious about providing them with the Unlimited Home Broadband experience that they deserve.
"We started our journey into fibre optic home broadband just over a year ago and are delighted to show that we are a truly innovative and customer-focused provider."
Ewan Taylor-Gibson, broadband expert at uSwitch.com, said the move is a result of pressure from government and the ASA to change advertised pricing "so customers see a cost per month that includes line rental, so Vodafone is stealing a march on its rivals."
Gibson believes this approach will eventually become the norm across the whole broadband market. However, he said Vodafone deserves credit for being the first to move in this direction.
"Compared to other fibre deals on the market, Unlimited Fibre Broadband 38 is competitive, with the only frustrating thing being that it ties users into an 18-month contract - longer than the current standard," he stated.