T-Mobile Upheld by National Advertising Division on Starlink Claim

T-Mobile has won a BBB National Programs’ National Advertising Division Fast-Track SWIFT challenge brought by Verizon, related to T-Mobile’s claim to be the “first and only” U.S. wireless provider to work with Starlink to provide satellite-powered text messaging. Fast-Track SWIFT challenges enable NAD to review single-issue advertising issues.  In this case, a statement, made at T-Mobile’s website and in a LinkedIn post, said that  “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.” Verizon argued that the mention of Starlink didn’t sufficiently limit the exclusivity claim concerning satellite-to-cell services and that the T-Mobile service is not widely available because it still is in beta test mode. NAD determined that the inclusion of “first and only” sufficiently qualifies the claim and that “current T-Mobile subscribers and T-Mobile customers are using the T-Mobile Starlink service.” NAD therefore found that the advertising is supported.