Jason Bateman, Sean Hayes, and Will Arnett Launch SmartLess Mobile on T-Mobile’s Network

Actors and podcast co-hosts Jason Bateman, Sean Hayes, and Will Arnett have launched SmartLess Mobile, a new wireless service that operates on the T-Mobile network. The trio, known for their popular SmartLess podcast, announced the venture via press release, describing the service as “direct-to-consumer, data-sane, and refreshingly BS-free.”

The brand’s positioning echoes past marketing styles of Mint Mobile, and T-Mobile under former CEO John Legere—anti-corporate, consumer-first, and focused on cost savings.

SmartLess Mobile aims to address what it sees as unnecessary spending on unlimited data plans. The team claims that most users are unaware that nearly 90% of their phone’s data usage occurs over WiFi, not cellular. Hayes says that if you already own a phone and spend most of your time on WiFi, switching to SmartLess Mobile could potentially cut your bill in half.

“You’re paying for way more data than you use,” Arnett added. “Big Wireless isn’t going to tell you that you’re barely on their network. So we will—if you’re using less, you should be paying less.”

The company’s messaging closely mirrors that of MobileX, another MVNO founded by Peter Adderton, which is built around the idea that most people don’t need unlimited cellular data.

SmartLess Mobile’s website reinforces this with a blunt message on its homepage:

"Here’s what Big Wireless doesn’t want you to know — nearly 90% of your phone’s data goes over WiFi. So why are you still paying for that unlimited plan?"

SmartLess Mobile Plans

SmartLess Mobile offers four phone plans:

• $15/month – 5GB (5GB hotspot)
• $20/month – 10GB (5GB hotspot)
• $25/month – 15GB (10GB hotspot)
• $30/month – 30GB (10GB hotspot)

Taxes and fees are extra.

After the monthly high-speed data allowance is used, speeds are reduced until the next billing cycle. Additional high-speed data can be purchased at:

• $5 for 1GB
• $10 for 3GB
• $15 for 5GB

Included with all plans:

• Unlimited talk and text to global numbers
• 480p video streaming
• eSIM activation
• 100 international SMS while traveling abroad
• 50 domestic roaming minutes + 500 roaming SMS
• Throttled domestic roaming data
• International roaming passes available

SmartLess Mobile also advertises a 14-day risk-free trial. While not a traditional free test drive, customers can get a full refund if they cancel within two weeks.

UPDATE: The trio of actors appeared on Jimmy Kimmel Live on launch day to help promote SmartLess Mobile. You can watch the clip below. They talk about it just past 9 minutes in.

Editor's Take

With a podcast audience in the millions, SmartLess Mobile has a built-in marketing engine and a strong shot at early traction. The celebrity trio helps the brand stand out in a crowded market, and the inclusion of free domestic roaming and international SMS gives it a slight edge over many other MVNOs.

Those that follow the MVNO and prepaid wireless industry more closely, will take note that there are still better values out there. And perhaps more importantly, their top two plans are priced where carrier owned prepaid brands are continuing to compete heavily by offering truly unlimited data plans. Unlimited data plans are something that most MVNOs cannot offer because their carrier partners don't allow them to profitably do so. This makes it hard for MVNOs to compete at those price points unless the MVNO has something that helps them to really stand out. Having celebrity owners probably helps with that.

Supporting the venture behind the scenes are wireless industry veterans Paul and Jeni McAleese and lead investor Thomvest Asset Management—perhaps hoping to follow a similar playbook to Ryan Reynolds, who helped grow Mint Mobile to a $1.35 billion acquisition by T-Mobile.