TalkTalk has announced some big changes in its pricing strategy. And it's good news for customers.
Perhaps partly to redress the damage done by last year's high-profile data breach, TalkTalk is looking to shake up the broadband market and undercut rivals like Sky and BT.
This means more transparent pricing, with no more line separate charges for line rental, and rewards for loyal customers.
Here's everything you need to know.
1 Existing customers get the same great deals as new ones
A age-old bugbear for consumers is that broadband providers tend to offer new customers the best deals. This effectively punishes customers for staying loyal, when most businesses reward loyalty instead.
According to TalkTalk's customer research, 84 per cent of UK adults say this is the change they'd most like to see from their broadband provider. Now TalkTalk is making that change.
From hereon in when a new TalkTalk deal becomes available, existing TalkTalk customers can switch and get the same money-saving offer as new customers, providing they've held a TalkTalk package for at least three months.
2 Price fixing for 18 months
Price rises are common in the broadband market. But TalkTalk is offering customers the option of fixing their price for 18 months, so you know exactly what you'll be paying.
That means that even if TalkTalk does put its prices up during that period, you'll be protected until the end of the 18 months.
While it doesn't quite eliminate 'bill shock' for good, it will help delay it somewhat, saving you money.
3 No separate line rental charges
TalkTalk is also scrapping separate line rental charges on all packages, instead offering one 'all-in' price. It's hoped this will increase transparency and make it easier for customers to calculate the true cost of broadband deals.
The move comes after regulators recently ruled separate line rental charges are confusing for customers, and can be used to disguise price rises. Following the ruling, all broadband providers will have to drop separate line rental charges.
4 New 'Fixed, Low Price Plans'
TalkTalk is urging customers to switch to its new 'Fixed, Low Price Plans', as it calls them. It claims that these will help half of its customers save money when compared to their current bill.
The other half will have the certainty that their bills won't rise for the next 18 months. So it's win-win.
"Nothing matters more to us than our customers and doing right by them is the right thing for our business," said Tristia Harrison, TalkTalk's consumer managing director. "We've listened hard to what they've told us and we're acting on it."
5 New advertising campaign
TalkTalk's customer research also shows that customers are disgruntled with gimmicky adverts starring celebrities. As a retort, TalkTalk is launching a new campaign starring a 'Gogglebox'-style family in a series of fly-on-the-wall spots.
"Silly gimmicks and shouty ads (with catches hidden in small print) don't do justice to how much this stuff matters to customers," Harrison continued. "Especially now, with the country in such an uncertain place, people deserve security, peace of mind, to be talked to honestly.
"We're determined to be the provider that makes things simple, tells the truth and most of all rewards loyalty."