This is an announcement that could redistribute the cards in the telecoms market. On March 31, 2026, Free unveiled Free Max, a mobile plan at 29.99 euros per month including unlimited internet in France but also in 135 countries around the world. The operator, losing ground against Orange and Bouygues Telecom in recruiting subscribers, is seeking to restart the machine.
Presented as a major new step, this offer is part of an evolution in uses. At its launch, Free did not hesitate to display its ambitions by declaring: “The time has come for the third mobile revolution”. A strong promise, which is based on a simple observation: user habits have profoundly changed.
Free Max, an unlimited package that focuses on new uses
The principle of Free Max is based on a central argument: the total absence of data limits, both in France and abroad. A proposition that contrasts with traditional plans, even those displaying more than 200 GB.
According to Arcep data, the French consume on average less than 20 GB per month. However, this consumption continues to increase. Nicolas Thomas, general manager of Free, explains: “We are all permanently connected to the Internet. The French spend a large part of their day on their mobile.”
This change in habits also results in a fundamental phenomenon: the gradual abandonment of fixed internet. Free underlines that “15% of 25-39 year olds are mobile Internet users without fixed access. This trend has accelerated considerably since 2024”. The smartphone then becomes the main gateway to the internet, including at home.
Internet abroad, the key argument of Free Max
It is in the field of travel that Free Max tries to make a difference. The package includes unlimited data usage in 135 destinations, spread across all continents. A crucial point, as roaming charges remain a source of concern for many users. Free recalls that “80% cut off data during their trip”, for fear of high bills.
This new offer therefore aims to remove this obstacle. It is clearly aimed at regular travelers, but also at those who want to stay connected without constraints. The operator also insists on this objective by explaining that the offer “meets a strong expectation of the French: to have a maximum of data wherever they go to travel with peace of mind”.
An offensive strategy against Orange and Bouygues Telecom
With Free Max, Free is also seeking to regain the advantage over its competitors. In 2025, the operator lost its position as leader in subscriber recruitment, overtaken by Orange and Bouygues Telecom.
At the same time, the market is changing rapidly. Data-intensive packages are multiplying, while uses are diversifying. The mobile is becoming a central tool, used for work, entertainment and traveling abroad.
Free intends to capitalize on this transformation by offering a simple and readable offer. The price remains set at 29.99 euros per month, with a reduction to 19.99 euros for Freebox subscribers.
A package designed to replace the internet box?
Beyond travel, Free Max could well change the way homes equip themselves. The use of connection sharing is increasing, to the point of sometimes replacing a fixed installation.
Free highlights a strong trend: “Young people are increasingly favoring a mobile internet connection over fixed access.” A development that could accelerate with unlimited offers like Free Max.
In this context, the package is no longer limited to a simple mobile subscription. It becomes a global connection solution, capable of covering all digital needs, both at home and on the move.