Thanks to the entrance of new wireless providers Mobilicity, Public Mobile and Wind Mobile, the way wireless phone service is sold in this country and the way it is priced has changed quite dramatically.

Unfortunately, one thing that doesn't seem to be have changed in the last year is deceptive wireless advertising which appears to promise a very attractieve offer but in fact does not.

A case in point is new "Unlimited" monthly wireless plans from Loblaw.

In a statement issued today, the food retailer announced it was launching a new "menu of UNLIMITED monthly plans" priced at $15, $25 and $35 a month.


If you're like most consumers, you would probably think that "Unlimited" referred to unlimited local calling and text. For example, Mobilicity's Unlimited plans all offer unlimited Text and Picture messaging, local calling and Caller ID. Public Mobile's Unlimited Talk plan offers Unlimited province-wide calling while its Talk plus text plan offer Unlimited province-wide calling and unlimited texting.

Sadly Loblaw's plans prey on consumers assumption that Unlimited means unlimited. A closer inspection the Loblaw plans however finds the $15 a month offers zero minutes of anytime calling minutes per month, the $25 a month plan offers 100 anytime minutes per month and the $35 plan offers 150 anytime minutes per month.

Additional Anytime local minutes above the Loblaw plans allotted number of anytime minutes will actually cost subscribers a whopping 35 cents a minutes. Talk on the phone for 3 hours a month and that $15 a month plan will cost you closer to $78 per month!

So why is Loblaw calling their plans "Unlimited". It seems the plans offer "Unlimited local calling & texting between PC Mobile Members." If you choose to phone the 99 plus percent of Canadians who don't have a PC Mobile phones then be prepared to pay extra.

Once Digital Home reminds its readers to shop carefully when shopping for a new wireless phone and wireless phone. Ignore the name of the plan and read the fine print carefully!

Discuss Loblaw’s new PC Mobile wireless plans in Digital Home’s Alternate Wireless Phone providers forum