TalkTalk has revealed a million people have now signed up to it Fixed Low Price Plans, which guarantee no broadband price increases for the duration of a contract.
In October last year, the provider said it would seek to prevent customers experiencing "bill shock" by offering a guarantee that broadband prices would be fixed for 18 months.
TalkTalk then announced in January it is extending this proposition further, ensuring people with 12 or 24-month contracts will not see prices go up during this period.
The company has confirmed that a million customers are now benefiting from its Fixed Low Price Plans, which it says reflects the "attractiveness of its simple and clear pricing".
According to the company, this has helped fuel demand for its fibre internet offering in recent months, as the number of people signed up to its 76Mbps Faster Fibre Broadband service is more than double what it was a year ago.
TalkTalk believes its guarantee of fixed prices bucks the industry trend of hiking prices mid-contract and rewards customer loyalty. Tristia Harrison, Chief Executive of the provider, commented: "This has been a good year for TalkTalk.
"The success of our Fixed Low Price Plans demonstrates that our commitment to making our service simple, affordable, reliable and fair is the right thing for our customers and the business. "By rediscovering our DNA as a challenger brand with a single-minded focus on our customers, we will continue to provide a service that is not only value for money, but one that delivers quality, rewards loyalty, and treats all customers fairly." TalkTalk has also sought to bolster its customer service by introducing new and improved technical support and repair processes.
According to the company, these have led to an increase in first-time fix rates, with fewer people with broadband issues calling back inside a week.
TalkTalk also noted that greater investment in the network has led to an upgrade in line stability and speed, with an increase in Net Promoter Scores.
Furthermore, customers have benefited from the company's TalkSafe service, which uses voice biometric technology to use voice biometric technology to enable customers to access their accounts over the phone.
The provider stated that a million people are now using this facility, which it said has reduced customer verification time to just 12 seconds - a drop of 80 per cent. This, it added, has made the customer service experience much more efficient and secure.
These marks of progress in recent months could be significant after Ofcom recently revealed TalkTalk was one of the most complained about broadband providers during the fourth quarter of 2016, along with BT and Plusnet.
BT was the subject of 33 complaints per 100,000 subscribers between October and December.
Plusnet was not far behind, with 30 complaints per 100,000 subscribers, while TalkTalk racked up 29 complaints per 100,000 subscribers.