Telstra has announced another round of increases to its mobile plan pricing, marking the second hike in less than a year and pushing some customers’ costs up significantly over a 12-month period.

In an update published on Tuesday, the telecommunications giant confirmed that several of its postpaid plans will become more expensive. The basic plan with 50GB of data will rise from $70 to $74 per month, while the essential plan offering 180GB will increase from $80 to $84. Its top-tier premium plan, which includes 300GB, will remain unchanged at $99.

Changes will also affect entry-level options. The starter plan with 5GB will increase from $50 to $55 for existing users, and will be withdrawn for new customers from May 5, when the broader pricing adjustments take effect. Prepaid options are also impacted, with most seeing a $5 monthly increase.

These adjustments rank among the most substantial introduced during chief executive Vicki Brady’s tenure and are expected to impact millions of users across Telstra’s postpaid base.

Price changes are not limited to the main brand. Budget subsidiaries Belong and Boost are also revising their plans. Belong has confirmed a $4 increase across its range, with its 25GB plan moving from $30 to $34 per month, representing a notable percentage jump.

With two increases within a year, some bundled offerings have climbed sharply. For example, a 25GB add-on plan available to customers on higher-tier packages has risen from $52 to $61 monthly over that period.

Mobile services continue to be a major revenue driver for Telstra. In the six months to December 31, postpaid services generated $3 billion, accounting for more than a quarter of total earnings.

Telstra chief executive, Vicki Brady

Telstra’s consumer chief Brad Whitcomb said the changes are aimed at supporting continued investment in network performance, including improvements to 5G coverage, the rollout of satellite-to-mobile capabilities, and enhanced protections against scams. He also pointed to long-term trends showing relative price stability in the sector when adjusted for inflation. Customers holding concession cards will now receive a flat 10 per cent discount across plans.

The announcement sparked criticism from consumer advocates. The Australian Communications Consumer Action Network argued the increases come shortly after strong financial results and higher shareholder returns.

Market data shows Telstra remains the dominant player in Australia’s mobile sector, holding about 41 per cent of retail market share as of mid-2025, ahead of Optus at 29 per cent. The company also reported an average revenue per user of $56.22 for its postpaid segment.

Analysts say the move could trigger broader industry effects. Telsyte managing director Foad Fadaghi noted that competitors may either follow with their own increases or leave room for smaller providers to attract price-sensitive customers. He suggested mobile virtual network operators could benefit from the shift.

UBS analyst Lucy Huang described the increases as significant and earlier than anticipated, warning they could lead to higher customer churn in the near term. However, she added that similar increases have historically been absorbed without major disruption, as operators continue to seek returns on heavy network investment.

Telstra, along with rivals Optus and TPG Telecom, has also flagged future cost pressures linked to government plans to charge the sector billions for access to mobile spectrum. As the largest provider, Telstra is expected to bear a substantial share of that expense.