Pakistan clears PTCL‑Telenor merger for e& rebranding

Pakistan’s telecom regulator, the Pakistan Telecommunication Authority (PTA), has granted final approval for the PTCL‑Telenor merger to adopt the global “e&” brand. The merged entity, Pak Telecom Mobile Limited (PTML), will phase out the Ufone and Telenor names and operate under the new corporate identity, aligning with parent group Etisalat’s worldwide branding. The clearance removes the last regulatory hurdles, allowing PTML to begin the commercial rollout, integrate network infrastructure, and invest in 5G, cloud and digital services.

Consumer reaction to the proposed “e&” name is mixed. Some users favor retaining a distinctly Pakistani brand, while others say service quality, network coverage and pricing matter more than the brand itself. Observers note that acceptance will depend on whether the merger delivers tangible improvements in connectivity and customer support.

The rebranding follows court approval of the merger and completion of required filings with the Securities and Exchange Commission of Pakistan. With the combined subscriber base now holding a dominant share of the mobile market, the new “e&” network is poised to challenge existing leaders nationally.