Mobile roaming regulations and consumer trends

The telecommunications industry continues to navigate consumer concerns regarding roaming costs and regulatory frameworks. Travelers have historically exhibited distrust toward mobile connectivity pricing, often conducting detailed comparisons of eSIM costs due to fears of hidden charges or lack of transparency.

Regulatory measures, such as the European Commission’s ‘Roam Like at Home’ rules and UK Ofcom requirements, have sought to mitigate these uncertainties. While a 2025 review suggested that 80% of EU travelers felt they benefited from such regulations, usage trends show significant growth. For instance, Serbian travelers saw a 17 percent increase in mobile internet traffic abroad in 2024, with roaming usage in the Western Balkans tripling between the first and third quarters of that year.

Efforts are currently focused on eliminating additional roaming charges between the European Union and Western Balkan countries, though this remains subject to ongoing regulatory and institutional decisions.