*Updated: 21 November 15:30 with new heya and Singtel details and link*
*Updated: 19 November 20:10 with new details from Singtel*
Singtel’s budget mobile sub-brand heya, has stopped accepting new customer sign-ups as part of the telco’s plan to transition subscribers to a new hi! plan. This is according to an updated set of terms and conditions published on Singtel’s website. The notice, effective 3 November 2025, states that “new customer sign-ups for heya will no longer be accepted”, although existing users may continue if they renew or top up their plans on time.
A note at the bottom of the heya site states that auto-renewal is only applicable for existing customers, which aligns with the terms and conditions stating that new sign-ups are not accepted.
The update caught attention in the Hardware Zone forums because heya has been positioned as one of Singtel’s most flexible offerings and has resulted in speculation as to what this could mean.
What this could mean
One of the reasons behind it could be Market Consolidation and Brand Streamlining.
Singapore’s mobile market remains one of the most saturated in the world, and in recent times, we’ve seen some consolidation. MyRepublic exited the broadband market after a sale of its business to StarHub and Simba buying M1’s telco business. Several MVNOs either folded or were absorbed by parent networks. StarHub has recently moved towards simplifying its plans, offering more data.
It is possible that Singtel is following the same trajectory by reducing overlapping propositions.
Singtel has a track record of refreshing or replacing its budget products, including earlier evolutions of the GOMO brand. A pause in new sign-ups could indicate that a new entry-level or app-driven plan is on the way, possibly aligned with 5G features, digital identity requirements, or enhanced anti-scam protections.
We’ve reached out to Singtel regarding what will happen to existing heya customers, how long they’ll be able to stay on heya and what the future holds for them and their MVNO, and they’ve said that they will respond. We will update this article when we receive a reply.
What happens to current heya customers?
Existing customers remain unaffected for now. According to the updated T&Cs:
- heya users may continue their plans as long as they renew on time
- Plan benefits remain intact
- The S$8 data-only plan was discontinued earlier in June 2025
- Terminated SIMs cannot be reinstated
heya’s sign-up freeze may be a simple administrative pause, a strategic repositioning, or the start of a broader consolidation. Given Singapore’s fiercely competitive telco landscape and ongoing pressure to manage costs while improving network security, any of these scenarios would fit the industry’s current direction.
*Update*
The new hi! plans
It is looking very much like heya’s days are numbered. Shilpa Aggarwal, Vice President of Mobile, Customer Solutions at Singtel Singapore, said that heya has offered customers a flexible and affordable mobile plan with local and roaming data.
“To give them even more value and rewards, we are upgrading them to the Singtel hi! Plan, where they can enjoy enhanced benefits, including 250GB local Singapore data and 250GB roaming data for just $12/month,” she said, “For seniors, we are introducing a new Senior hi! Plan at $5/month.”
heya customers will be personally informed of the seamless transition to the Singtel hi! app, with migration starting from 30 November.
Unlike the S$5.09 Mobile Access for Seniors Plan that is only applicable to recipients of the IMDA Mobile Access for Seniors Plan redemption letter, the new S$5.00 Senior plan is a prepaid one and offers:
- 200GB of local data
- 200GB for Malaysia, Indonesia, and Thailand
- Up to 100 IDD minutes to 9 destinations
- 300 local min talktime
- 50 free SMSs
*Updates*
This has all been confirmed with a heya Facebook post today. In it, it said that in order to bring customers better experiences, “Your heya plan is moving to Singtel hi!” and that by moving heya to the newly rebranded Singtel hi!, customers get even more value, flexibility and seamless connectivity.
To make this even easier for customers, heya plan will be automatically moved to Singtel hi! from 1 Dec 2025, with customers notified via SMS, and no action required from them.