T-Mobile makes big claims with T-Sat, but does it deliver?

Source: Android Authority

TL;DR

• Earlier this year the NAD ruled that T‑Mobile’s advertising claims should be adjusted as they are misleading.
• The Un‑Carrier appealed the decision, and now a final ruling has been made.
• The review board feels the T‑Sat claims are still too bold and should be revised. T‑Mobile has agreed to comply.

T‑Mobile has routinely emphasized its T‑Sat by Starlink service in its advertising, using statements such as “If customers can see the sky, they’re connected.” The claim sounds great on paper, but based on my own experience with T‑Sat, the reality is more complicated than the company promises. With its most recent ruling, the National Advertising Division (NAD) appears to agree.

AT&T previously brought a number of complaints about T‑Mobile’s marketing claims to the NAD’s attention (see details). After reviewing the claims, the NAD made several recommendations. T‑Mobile implemented some of the changes but also appealed the decision.

After further review, the NAD’s National Advertising Review Board (NARB) determined that the claims around the Un‑Carrier’s satellite service remain misleading. The NAD says the current marketing implies universal coverage, which is not the case. There are many situations where a device is technically connected to a terrestrial signal but the signal is too weak to be usable, so the phone does not attempt to connect to the T‑Sat service.

As it stands, the NARB panel still recommends that T‑Mobile discontinue the claim that “the sky is all it takes to connect to T‑Mobile,” including the marketing slogan, “No matter where you are, you will never miss a moment [with T‑Satellite].” T‑Mobile has indicated it will “comply with the panel’s recommendations.”

In fairness to T‑Mobile, the satellite claims may have been exaggerated, but that does not mean the service isn’t potentially useful for customers. The emphasis on its availability was simply too bold.

Community Feedback

For those who’ve used it, how has your T‑Sat experience been?