Free Mobile replayed the earthquake map on March 31, 2026 with Free Max, presented as a new “mobile revolution”. On the program on stage and on the operator’s website: unlimited 5G Internet, unlimited calls and SMS, massive roaming in more than 135 destinations, all promoted as the ultimate package for connected globetrotters.
In fact, Free Max is now at the top of the bill and even relegates the legendary 2 euro package to a discreet tab. But behind the promise of total freedom, Free’s unlimited plan looks above all like a very calculated demonstration of marketing and loyalty.
Free Max: what does Free Mobile really include in its unlimited plan?
Free Max includes unlimited 5G or 5G+ Internet in France, unlimited calls to France, Europe, Switzerland, the United States, Canada and the French Overseas Territories, as well as landlines in around a hundred countries. SMS and MMS are unlimited from and to Europe, Switzerland, Andorra and the French Overseas Territories, with unlimited 4G or 5G Internet in 135 destinations. A VPN, eSIM for Apple Watch and other options complete the picture for 29.99 euros per month, or 19.99 euros for Freebox subscribers.
Compared to the Free 5G+ package at 19.99 euros, the list of options is almost identical. The real difference lies in gigabytes and roaming: 350 GB in France and 35 GB abroad in 117 countries for the classic package, compared to data presented as unlimited and 135 destinations for Free Max, with additions such as Japan, Singapore or Morocco. The additional cost of 10 euros per month, or 120 euros per year, is clearly aimed at frequent travelers.
Free Max plan: why does the “mobile revolution” mainly target your brain?
According to Arcep, “a customer active on 4G networks used an average of 17 GB per month of data during the fourth quarter of 2024”. In other words, even the 350 GB of the previous offer remains oversized for the vast majority of French people. Free knows it: unlimited creates enormous perceived value, while the real network cost remains under control.
The real lever is the fear of going off-package when traveling. The Free page highlights destinations such as the United States, China, Thailand or Brazil, already covered by the Free 5G+ package. The message plays on the anxiety of seeing your bill explode abroad, promising that you will never have to monitor your data meter again. At the same time, the 10 euro reduction for Freebox customers transforms Free Max into a locking tool for fixed and mobile subscribers.
Free Max: for which profiles is the offer really worth 29.99 euros per month?
The small lines remind us that the package is reserved for “a terminal for mobile use” and subject to “reasonable use”. Free excludes, for example, “higher consumption and presence in Europe and the French Overseas Territories than in mainland France for a period of four consecutive months”. It is therefore impossible to permanently replace a box with a 5G router or to play digital nomad indefinitely with Free Max.
The UFC-Que Choisir speaks of a “mobile plan of excess” which promotes “unbridled consumption of planes and data, against the general interest” and “opposite of current recommendations for sobriety in terms of digital use”. Citing an Arcep Ademe report, the association recalls that “The objective of reducing CO₂ emissions will necessarily involve greater sobriety” and concludes: “This package is not going in the right direction”. Basically, Free Max is an excellent deal for a niche of very frequent travelers, but above all a lesson in marketing intended to bring others upmarket.