Martin Lewis Urges Sky Customers to Act Before Price Hike

Martin Lewis, founder of Money Saving Expert, has alerted Sky customers about an imminent price increase that will take effect on February 14, 2026. The announcement marks the first mid-contract price rise for Sky Mobile in over seven years. Customers are advised to act quickly if they wish to explore cheaper offers, as they may leave their contracts without facing penalties within 30 days of receiving their notification.

During an appearance on ITV’s The Martin Lewis Money Show on January 6, 2026, Lewis detailed the implications of the price rise, which will affect millions of customers. Most users will see their monthly bills increase by £1.50, resulting in an additional £18 annually. Some plans will experience different increases, with around 8% of users facing a rise of £1 monthly and approximately 1.9% seeing an increase of £3 monthly.

Lewis emphasized the importance of timing in responding to the price hike notification. “If you get a price hike notification and you’re in contract, you have a right to leave your contract within 30 days,” he stated. This period begins upon receiving the notification, not when the new price takes effect. Many customers may overlook this detail, potentially missing the opportunity to switch to a more affordable plan.

For those choosing to remain with Sky, Lewis recommended negotiating with the retention department. He suggested that customers mention competitive offers to secure a better deal. Despite the focus on mobile services, he noted that Sky’s television and broadband prices typically rise annually as well. Customers should check if they are no longer under contract for these services, as it provides an ideal opportunity to negotiate or switch providers.

Sky has confirmed that starting from February 14, 2026, the price adjustments will apply to both mid-contract and out-of-contract customers. The company stated that the majority of its mobile customers will see a monthly increase of £1.50, with the remaining customers facing varying increases. Those who joined, upgraded, or changed their plan on or after November 6, 2025, will not be affected, as their pricing already reflects the new rates.

According to Sky, the decision to implement these price increases is attributed to rising costs within the wholesale network, a trend affecting the entire industry. A spokesperson for Sky commented, “We don’t take decisions like this lightly, which is why we have not increased mobile prices mid-contract for more than seven years. This change reflects the ongoing cost pressures being faced across the industry, while allowing us to continue investing in our network and customer experience.”

The announcement serves as a critical reminder for consumers to remain vigilant about the terms of their contracts and the potential for better pricing in the competitive telecommunications market. As the deadline approaches, customers are encouraged to evaluate their options carefully, ensuring they make informed decisions that best suit their financial needs.