National Advertising Division Finds T-Mobile's Claim that it is the First and Only Wireless Provider to Partner with Starlink Supported
New York, NY – March 19, 2025 – In a Fast-Track SWIFT challenge brought by Verizon Communications Inc., BBB National Programs’ National Advertising Division found T-Mobile US, Inc.’s claim that it is the “first and only” U.S. wireless provider to keep consumers connected via satellite-powered text messaging in partnership with Starlink supported.
Fast-Track SWIFT is an expedited process by the National Advertising Division (NAD) for reviewing single-issue advertising cases. The challenged advertisement, stating “T-Mobile is the first and only U.S. wireless provider to keep you connected in places never thought possible with the world’s largest satellite-to-cell constellation in partnership with Starlink,” appeared on T-Mobile's website and in a LinkedIn post.
Verizon argued T-Mobile’s advertising conveyed the message that it is the sole carrier providing satellite-enabled messaging services and that the reference to Starlink in the advertising does not sufficiently limit the exclusivity claim and that the service's beta status indicates it is not widely available.
NAD determined that, in context, the “first and only” claim is limited to T-Mobile’s partnership with Starlink in offering satellite services.
NAD concluded that T-Mobile’s advertising reasonably conveys the message that it is the first and only U.S. wireless provider to partner with Starlink.
Regarding beta testing, NAD found that T-Mobile’s Starlink satellite-to-cell service is available to current T-Mobile subscribers and T-Mobile customers are using the T-Mobile Starlink service. Therefore, NAD concluded that T-Mobile’s advertising is supported.
In its advertiser statement, T-Mobile stated it “appreciates NAD’s recognition that its ‘first and only’ claim is supported.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive.
Fast-Track SWIFT is an expedited process by the National Advertising Division (NAD) for reviewing single-issue advertising cases. The challenged advertisement, stating “T-Mobile is the first and only U.S. wireless provider to keep you connected in places never thought possible with the world’s largest satellite-to-cell constellation in partnership with Starlink,” appeared on T-Mobile's website and in a LinkedIn post.
Verizon argued T-Mobile’s advertising conveyed the message that it is the sole carrier providing satellite-enabled messaging services and that the reference to Starlink in the advertising does not sufficiently limit the exclusivity claim and that the service's beta status indicates it is not widely available.
NAD determined that, in context, the “first and only” claim is limited to T-Mobile’s partnership with Starlink in offering satellite services.
NAD concluded that T-Mobile’s advertising reasonably conveys the message that it is the first and only U.S. wireless provider to partner with Starlink.
Regarding beta testing, NAD found that T-Mobile’s Starlink satellite-to-cell service is available to current T-Mobile subscribers and T-Mobile customers are using the T-Mobile Starlink service. Therefore, NAD concluded that T-Mobile’s advertising is supported.
In its advertiser statement, T-Mobile stated it “appreciates NAD’s recognition that its ‘first and only’ claim is supported.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive.