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.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.