Total cost of ownership
Multiply monthly prices across the minimum term, add setup, delivery, activation, and any mandatory line rental-equivalent fees (even if labelled differently now). Subtract advertised cashbacks only if terms are achievable—mail-in deadlines trip people up.
Speed claims
“Average download speed” is a national/network statistic; your pre-contract estimate is personal on regulated products. Minimum guaranteed speed matters for fault escalation. Ask for upload figures explicitly—they are omitted in some marketing tables.
Out-of-bundle charges
Engineer visits for perceived customer faults, missed appointments you caused, and non-returned routers can sting. Read early termination and price-rise clauses side by side—Ofcom notifications may unlock exits.
Use comparison wisely
SwitcherMate sorts deals you can genuinely order at an address, reducing time wasted on nationally advertised promos unavailable on your cabinet or fibre build.
Cashback and bill credit mechanics
Some “£100 bill credit” offers apply after three paid months; prepaid Mastercards may expire. Read redemption windows literally—set calendar reminders the week you qualify. Factor time value if you must claim by post.
Compare effective monthly cost after all incentives, not flashy headlines alone.