du

du is a mobile plans product operated by Emirates Integrated Telecommunications Company PJSC. This 2026 review covers operator background, the current tier ladder and the buying signals to weigh before subscribing. The service competes in the mobile plans category against regional and global alternatives, and the practical decision usually comes down to feature mix, regional availability and renewal economics rather than headline price alone.

Quick facts

• Operator: Emirates Integrated Telecommunications Company PJSC
• Headquarters: Dubai, United Arab Emirates
• Public-market status: publicly listed on Dubai Financial Market (DFM: DU)
• Founded: 2005
• Category: mobile plans
• Current tiers: du Prepaid / du Postpaid / du Home Fiber / du 5G
• Anchor price (2026): postpaid AED 125-1,000/month; home fibre AED 389-2,499/month; 5G unlimited AED 599/month

What is du?

du is a telecommunications subscription delivered over the operator's owned or wholesale network footprint. Its product surface covers mobile or fixed-line connectivity in the operator's coverage area alongside monthly billing with no per-incident charges within plan limits, with the recurring subscription paid through the operator's direct billing or App Store / Google Play / partner-billing surfaces. Customers buy a tier matching their usage profile; the entry tier is suitable for testing the product and higher tiers add features such as mobile app for account management and top-ups.

Why choose du

Operator and ecosystem context

du is run by Emirates Integrated Telecommunications Company PJSC out of Dubai, United Arab Emirates, established 2005. That matters because the mobile plans category is increasingly consolidated and the operator's ownership structure (public vs. private, parent group, regulatory footprint) shapes how aggressively the product is supported and how stable the subscription terms are over multi-year renewals.

Plan structure and pricing tiers

The tier ladder splits across du Prepaid for testing the service, du Postpaid for everyday use, and du Home Fiber for power users or households. Anchor pricing for 2026: postpaid AED 125-1,000/month; home fibre AED 389-2,499/month; 5G unlimited AED 599/month. Consult Subger's true-price tracker for du for all-in renewal costs after taxes and FX conversion.

Network and connectivity features

Beyond the headline features, the 2025-2026 differentiator for du is 2024-2025 continued du's 5G SA rollout and strategic refresh under CEO Fahad Al Hassawi targeting telecom+digital services and ICT enterprise services. That gives the subscription a credible roadmap for the year ahead and distinguishes it from operators that are running their mobile plans catalog on autopilot.

du features that matter in 2026

Highlights of the current feature set:

• mobile or fixed-line connectivity in the operator's coverage area
• monthly billing with no per-incident charges within plan limits
• mobile app for account management and top-ups
• family or multi-line plans
• data roaming options
• customer-support hotline and in-app chat

Buyers should treat this list as a baseline for du in the mobile plans category — confirm specific feature availability for your region on the operator's site, since some features and tier names vary between countries.

du pricing in 2026

Reference pricing for du in 2026: postpaid AED 125-1,000/month; home fibre AED 389-2,499/month; 5G unlimited AED 599/month. The tier ladder typically looks like:

Subger pairs the public price with the actual all-in cost (taxes, FX conversion, promotional first-period anchors that step up at renewal):

du apps and platform support

Surface availability for du can vary by region and tier — confirm current app availability and supported devices on the operator's site before subscribing.

Who du fits

du is most likely a good match for the following buyers:

• Customers who want predictable monthly connectivity from a regional or national operator — the core target audience for the product.
• The category-focused subscriber who specifically wants mobile or fixed-line connectivity in the operator's coverage area from a mobile plans operator rather than a generalist platform.
• The household subscriber evaluating the tier ladder (du Prepaid / du Postpaid / du Home Fiber) and willing to pay up for monthly billing with no per-incident charges within plan limits.
• The cross-device user who needs apps across the surfaces listed above plus a credible upgrade path as new devices are added.
• The price-sensitive shopper who wants to track promotional anchors via Subger's true-price tracker and deals page before committing to annual billing.

Frequently asked questions

What is du and who runs it?

du is a mobile plans product operated by Emirates Integrated Telecommunications Company PJSC headquartered in Dubai, United Arab Emirates, founded 2005. It is sold via direct subscription on the operator's website and apps, with payments processed through the operator's billing surfaces.

How much does du cost in 2026?

Current tiers are du Prepaid, du Postpaid, du Home Fiber, du 5G. Anchor reference pricing for 2026: postpaid AED 125-1,000/month; home fibre AED 389-2,499/month; 5G unlimited AED 599/month. Confirm the live regional price on the operator's site before committing, since promotional cycles and FX conversion can shift the all-in renewal cost.

Is there a free tier or free trial for du?

There is no perpetual free tier listed publicly for the standard du subscription; the operator may run introductory trials periodically. Check the live signup page for current trial promotions.

Where is du available?

Availability follows the operator's licensing and service footprint anchored on Dubai, United Arab Emirates. Confirm regional availability on the official site before subscribing, especially for products that have country-specific catalog or pricing rules.

What 2025-2026 features set du apart right now?

The current 2025-2026 differentiator is 2024-2025 continued du's 5G SA rollout and strategic refresh under CEO Fahad Al Hassawi targeting telecom+digital services and ICT enterprise services. Together with the headline features listed above, that gives buyers a concrete signal that the subscription is being actively developed rather than coasting on a legacy catalog.

Which devices and platforms does du support?

Coverage spans the surfaces shown in the platform table above. The current mobile, web and (where applicable) Smart TV apps are the recommended way to consume the service; older devices may be deprecated in successive releases as the operator focuses engineering effort on supported platforms.

How do I cancel du?

Cancel through the account or subscription settings on the surface where you bought the plan: the operator's website for direct subscriptions, the App Store or Google Play for in-app purchases, or the partner billing portal for bundled subscriptions. Subger's cancellation guide for du walks through each route step-by-step.

Does du offer a family or multi-user plan?

Family or multi-account structures depend on the tier. The du 5G tier commonly adds multi-profile or multi-device support; the entry du Prepaid tier may restrict simultaneous usage. Confirm the per-tier seat limit on the live pricing page before committing to annual billing.

Is du worth it compared to mobile plans alternatives?

Value depends on three factors: the specific feature mix you'll use (see the features list above), the regional price after taxes (Subger's true-price tracker for du reconciles the headline price with the actual all-in renewal cost), and the credibility of the operator's 2025-2026 roadmap. Buyers should weigh these together rather than relying on headline price alone.

How can I track price changes for du?

Subger's renewal tracker for du records list-price changes plus promotional anchors over time. Pair it with the deals page for current discount codes and the promo codes page for stackable savings at signup.

Get started with du

Confirm the current regional price on the operator's site (postpaid AED 125-1,000/month; home fibre AED 389-2,499/month; 5G unlimited AED 599/month), choose the tier that matches your usage (du Prepaid, du Postpaid are the most common starting points), and check Subger's deals page for du for promotional anchors before completing checkout. Track the subscription's true renewal cost with the true-price tracker once you're signed up.

Related Subger guides

• Cancel du guide
• Latest du deals
• du promo codes
• du true price and renewal tracker
• Browse the mobile plans category hub
• All services on Subger