du

du, telecommunications operator in the United Arab Emirates

du is a telecommunications company operating in the United Arab Emirates and presents itself as an active part of the country's digital transformation. Since its founding in 2006, the company has expanded its activity to cover mobile services, fixed connectivity, broadband and IPTV for homes and businesses, as well as ICT solutions, network infrastructure and fintech services. Its digital approach is supported by fibre and 5G technology, with a partner ecosystem that seeks to sustain the customer experience.

Services for individuals

The company offers postpaid and prepaid mobile plans, with options such as the Emirati family plan, special numbers plans, the Flexi option, the Youth Box plan and the Easy Manage plan. It also offers roaming packs, unlimited chat and music passes, tourist bundles and a free tourist eSIM. Additional features include the option to add a gaming device, roaming data packs, multi SIM, eSIM, value-added services and Pay with du. The company states that customers can purchase devices and accessories from brands such as Apple, Samsung and Huawei, with phone models, tablets, watches, accessories and gaming equipment, and an AED 0 upfront payment option.

Internet, television and home services

In the home segment, du offers internet and television services, with wireless and fibre plans, as well as TV packages. The catalogue includes options such as Apple TV 4K, movies on demand, Amazon Prime and OSN+. The company also facilitates service management, plan upgrades and the relocation or modification of orders when the customer moves home. Home wireless internet plans are advertised from AED 206 per month.

Devices and accessories

The device range covers phones, tablets, watches and accessories from leading brands, as well as gaming equipment. Featured models on the site include iPhone 18 Pro Max, iPhone 18 Pro, Apple Watch Ultra 4, iPhone 17e, iPhone Air, iPhone 17, Huawei Pura 90s Pro, Huawei Pura 90s Pro Max, Galaxy Z Fold8, Galaxy Z Fold8 Ultra, Galaxy Z Flip8, Galaxy S26 Ultra, Galaxy S26 Plus, Galaxy S26 and Galaxy S25 Edge. The company allows customers to purchase a device with an AED 0 upfront payment.

Smart services and business solutions

du offers smart services such as du Smart Car and SIM devices for cars, as well as connectivity solutions and digital services. The company also serves the business segment with mobile services, broadband, ICT, network infrastructure and fintech, and presents itself as a contributor to the digital transformation of the United Arab Emirates.

Customer service and accessibility

du's site includes self-service tools for quick payments, top-ups, Emirates ID updates, balance and usage checks, prepaid offer activation, billing, online payment, mobile and home service troubleshooting, service relocation and plan upgrades. It also offers support for people with hearing or visual impairments through text resizing, high contrast and read-aloud content. The company maintains a help page with popular topics and contact channels.

Track record and awards

Since its creation in 2006, du has worked on expanding its services in a sector linked to economic and social transformation. Among the awards it mentions are best smart city initiatives in 2017, data centre innovation and Middle East project with Datamena in 2018, and best business solution and satellite service innovation. The company states that it operates under sustainability pillars and maintains a code of business conduct.