Virgin Media is to launch a new unlimited mobile plan exclusively for its broadband, TV and landline subscribers.
The Truly Unlimited Plan costs £25 a month and includes no caps on calls, texts and data usage.
Meanwhile, 4G data speeds are being increased to 50Mbps for both existing and new customers.
Jeff Dodds, Managing Director at Virgin Mobile, said Truly Unlimited customers will get "what it says on the tin - a truly unlimited service".
"Virgin Mobile is giving our customers peace of mind by eliminating the fear of running out of data," he commented.
Mr Dodds added that Virgin Media is "going the extra mile" to give its customers the best possible service, as it believes loyalty "deserves to be rewarded".
Truly Unlimited can be purchased with a new phone on a contract plan, while it is also available as a SIM-only option.
This comes shortly after Virgin Media announced that, from spring, its top broadband speed for British households is to be raised from 300Mbps to 350Mbps, which means consumers will be able to get top speeds comparable to what the provider already delivers to many of its business broadband customers.