Thanks to Ofcom the days of being passed around a call-centre should theoretically be over, as new text-to-switch rules come into play.

Starting today (July 1) customers will be able to end mobile contracts simply by texting their provider. It’ll end an incredibly frustrating process used by all mobile operators to keep valuable post-paid customers from leaving their grasp.

It has been one of the biggest complaints against the telcos over the years; ending contracts is an incredibly painful process. While it might leave customers frustrated and infuriated, it does also help the telcos improve their churn. This is a system which is effectively loyalty through stubbornness, as the telcos enter a game of hide-and-seek with customers. It’s a competition of will and a perfect example of the telcos not understanding customer service.

“Breaking up with your mobile provider has never been easier thanks to Ofcom’s new rules,” said Lindsey Fussell, Ofcom’s Consumer Group Director. “You won’t need to have that awkward chat with your current provider to take advantage of the great deals available.”

Of course, while the majority of the telcos will be disappointed with the new rules, realising they will have to figure out new strategies to keep customers instead of forcing them into loyalty through the torture of hold-music, there will be some who are happy.

“I’m delighted that text-to-switch makes it easier and faster for everyone to get the best deal, helping people change to a new mobile provider with a few taps on their phone,” said Dave Dyson, CEO of Three.

“At Three, we’re making huge improvements to our 4G experience and preparing to launch the UK’s fastest 5G network, in more cities and towns than anyone else this year. This makes it the perfect time for people to consider the outstanding experience Three can offer, both now and in the future.”

Three might well be happy with the development considering the opportunity it has as we approach the era of 5G tariffs. Although the telco has not unveiled any pricing plans for 5G yet, the scene as been set for a disruptor to enter the fray and cause chaos.

EE has launched its 5G network and Vodafone is entering the small numbers in the countdown. Both have detailed tariffs on their websites, and both are charging a considerable premium for the pleasure of 5G. There is a massive opportunity for Three to undercut these two competitors on price, and with the new text-to-switch rules, it will be easier to lure potential subscriptions away.

In a perfect world, this text-to-switch initiative will force the telcos into a more customer-centric mind frame. Most businesses will tell you it is more profitable to cultivate customers first and chase new business second, but that have never really been the case for the telcos. Almost every business is geared towards acquisition first, leading the industry to its current position where it has one of the worst reputations for customer service and experience.

Perhaps these new rules will encourage the telcos to think about customers in a different way. The technology and data are certainly there to create a more valuable and informed customer experience, but only time will tell whether the telcos embrace it in the same way the OTTs do.