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Singtel\u2019s budget mobile sub-brand heya, has stopped accepting new customer sign-ups<\/u>, according to an updated set of terms and conditions published on Singtel\u2019s website. The notice, effective 3 November 2025, states that \u201cnew customer sign-ups for heya will no longer be accepted\u201d, although existing users may continue if they renew or top up their plans on time.\u00a0<\/p>\n
A note at the bottom<\/u> of the heya site states that auto-renewal is only applicable for existing customers, which aligns with the terms and conditions stating that new sign-ups are not accepted.<\/p>\n
The update caught attention<\/u> in the Hardware Zone forums because heya has been positioned as one of Singtel\u2019s most flexible offerings and has resulted in speculation as to what this could mean.<\/p>\nWhat this could mean<\/h2>\n
One of the reasons behind it could be Market Consolidation and Brand Streamlining.\u00a0<\/p>\n
Singapore\u2019s mobile market remains one of the most saturated in the world, and in recent times, we\u2019ve seen some consolidation. MyRepublic exited the broadband market after a sale of its business to StarHub<\/u> and Simba buying M1\u2019s telco business<\/u>. Several MVNOs<\/u> either folded<\/u> or were absorbed by parent networks. StarHub has recently moved<\/u> towards simplifying its plans, offering more data. <\/p>\n
It is possible that Singtel is following the same trajectory by reducing overlapping propositions.<\/p>\n
Singtel has a track record of refreshing or replacing its budget products, including earlier evolutions of the GOMO brand. A pause in new sign-ups could indicate that a new entry-level or app-driven plan is on the way, possibly aligned with 5G features, digital identity requirements, or enhanced anti-scam protections.<\/p>\n
We\u2019ve reached out to Singtel regarding what will happen to existing heya customers, how long they\u2019ll be able to stay on heya and what the future holds for them and their MVNO, but received no reply. We will update this article when we receive a response. <\/p>\n
Existing customers remain unaffected for now. According to the updated T&Cs:<\/p>\n
heya\u2019s sign-up freeze may be a simple administrative pause, a strategic repositioning, or the start of a broader consolidation. Given Singapore\u2019s fiercely competitive telco landscape and ongoing pressure to manage costs while improving network security, any of these scenarios would fit the industry\u2019s current direction.<\/p>\n<\/div>\n