Unlimited broadband” sounds like a dream— in this Broadband Plans no data caps, no slowdowns, just endless streaming, gaming, and downloading. But is it truly unlimited, or are there hidden restrictions?
In this no-nonsense investigation, we reveal:
✔ What “unlimited” really means for UK providers
✔ The sneaky fair usage policies (FUPs) you’re not told about
✔ Which providers throttle your speed
✔ How to avoid getting caught out
By the end, you’ll know exactly what you’re signing up for—and which “unlimited” plans are the most (and least) honest.
🔍 The Truth About ‘Unlimited’ Broadband in the UK
Most UK providers do not impose hard data limits on unlimited plans—but there’s a catch.
What ‘Unlimited’ Actually Means:
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No fixed data cap (You won’t be cut off after 500GB).
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BUT… your speed can be throttled if you use “too much”.
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Peak-time slowdowns may apply (even on fibre).
The 3 Types of ‘Unlimited’ Broadband Plans:
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Truly Unlimited – No throttling, no slowdowns (Rare!).
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“Unlimited” with Fair Usage Policies (FUP) – Speed cuts after a threshold.
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“Unlimited” with Traffic Management – Slower during peak hours.
🏆 UK Broadband Providers Ranked by Fairness
We analysed the fair usage policies of the top UK ISPs. Here’s what we found:
| Provider | Throttles Speed? | Peak-Time Slowdown? | Real-World Limit |
|---|---|---|---|
| Virgin Media | ❌ No (But “traffic management”) | ✅ Yes (Evening lag) | None (But congested areas suffer) |
| Sky Broadband | ❌ No | ❌ No | Truly unlimited |
| BT | ❌ No | ❌ No | Truly unlimited |
| Vodafone | ✅ Yes (After 1TB) | ❌ No | ~1TB soft cap |
| Plusnet | ✅ Yes (After 600GB) | ❌ No | ~600GB soft cap |
| Three (5G Home) | ✅ Yes (After 1TB) | ✅ Yes (Deprioritised) | ~1TB then slower |
| TalkTalk | ❌ No | ❌ No | Truly unlimited |
Shock Findings:
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Vodafone, Plusnet, and Three do slow down heavy users (despite “unlimited” claims).
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Virgin Media doesn’t throttle but struggles with peak-time congestion.
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Sky, BT, and TalkTalk are the most honest—no hidden limits.
⚠️ The Sneaky Tricks Providers Use
1. “Traffic Management” (Virgin Media, Three)
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Your speed isn’t technically throttled, but during busy hours (7pm-11pm), your connection gets deprioritised.
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Real-world effect: Buffering on Netflix, lag in games.
2. “Fair Usage Policies” (Vodafone, Plusnet)
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Use more than 600GB-1TB/month, and your speed drops to ~10Mbps (still usable but much slower).
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Not advertised upfront—buried in T&Cs.
3. “Network Congestion” (All Providers)
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Even “truly unlimited” providers can’t guarantee full speed 24/7.
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Fibre users suffer less than ADSL.
📉 How Much Data is ‘Too Much’?
Most households use 300-500GB/month. But heavy users hit 1TB+. Here’s what that looks like:
| Activity | Data Used |
|---|---|
| 4K Streaming (1 hour) | 7GB |
| Online Gaming (1 hour) | 100MB |
| Zoom Call (HD, 1 hour) | 1.5GB |
| Large Game Download (e.g., Call of Duty) | 200GB |
If you:
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Download 3+ big games/month → Risk hitting 1TB soft caps.
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Stream 4K daily → May face peak-time slowdowns.
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Use under 600GB → You’re safe from throttling.
🔎 How to Check If Your ISP is Throttling You
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Run speed tests at different times (e.g., 3pm vs. 8pm).
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Use a VPN – If speeds improve, your ISP is limiting certain traffic.
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Check your router stats – Some show data usage.
🏆 Best ‘Truly Unlimited’ Providers
If you want no throttling, no sneaky caps, go with:
1. Sky Broadband
✅ No traffic management
✅ Reliable speeds
✅ Great for gamers & streamers
2. BT Full Fibre
✅ No fair usage policy
✅ Best for heavy downloaders
3. TalkTalk Fibre
✅ Cheapest truly unlimited
✅ No throttling
Avoid if you’re a heavy user:
❌ Vodafone (1TB soft cap)
❌ Plusnet (600GB limit)
❌ Three 5G Home (Deprioritised after 1TB)
💡 How to Avoid Throttling
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Pick a truly unlimited provider (Sky, BT, TalkTalk).
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Use Ethernet, not WiFi (More stable speeds).
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Schedule big downloads overnight (Avoid peak congestion).
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Monitor your usage (Some ISPs warn before throttling).
🚨 The Legal Loophole ISPs Use
Ofcom does not regulate “unlimited” claims, so providers can throttle as long as they disclose it (even if hidden in fine print).
Your rights:
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Providers must inform you about traffic management.
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You can leave penalty-free if speeds drop below minimum guarantees.
📢 The Bottom Line: Is ‘Unlimited’ Broadband Plans a Lie?
For most users? No. If you use under 600GB/month, you’ll rarely notice limits.
But for heavy users? Yes. Providers like Vodafone, Plusnet, and Three do slow you down—despite marketing “unlimited” data.