The profusion of mobile phone deals on offer is leaving customers bewildered, a consumer body has claimed.
According to Consumer Focus, there are currently 1.3 million mobile phone deals available to customers.
The sheer range of products and contracts, coupled with opaque terms and conditions, is claimed to be the driving factor behind two third of people polled by the organisation confessing to being confused when seeking out a deal.
Audrey Gallagher, telecoms expert at Consumer Focus, commented: "With 1.3 million deals on the market and packages offering different allocations of voice minutes, text messages and data allowances as well as bundled deals, it is no wonder consumers are bewildered.
"As a result, people often end up signing up for an unsuitable package and overspending."
Consumer Focus is currently working with Ofcom and mobile operators to help tackle what are deemed to be the key consumer concerns of complex tariffs, poor price transparency and quality of service.
The body has also pledged to support the Communications Consumer Panel in its efforts to improve gaps in mobile network coverage.