Europe UK : Mix & Match, which launched in October last year, allows customers to choose a bespoke solution – the plan that fits their needs and the mobile they want.

According to Market Research Agency GfK, Mix & Match 300 has consistently been the UK's most popular contract tariff under £35, in terms of volume sold, since it launched on October 1 2007. Mix & Match 300 is only £15 a month, which gives customers 300 anytime minutes or texts.

3's own research shows the most popular handsets are proving to be the must-have Nokia N95, and the recently launched purple Sony Ericsson K770i, which is exclusive to 3 and was launched last month at a glamorous celebrity event in central London with the Sugababes.

John Penberthy-Smith, marketing director of 3 UK, said: "Mobile phone users in the UK have been stuck with rigid handset and minute bundles for too long. 3's Mix & Match price plans give control and choice back to the customer."

Mix & Match is designed to be completely flexible: with one minute equivalent to one text, there are six options, from £12 a month for 100 minutes and texts, plus 300 minutes of free 3-to-3 mobile calls, to £27 for 1100 minutes and texts per month.

The price plan is then matched to the user’s choice of up to 20 handsets. You can take out a VideoPack with a handset of your choice and get favourites, such as the Nokia 6120 or the very latest trendy phones such as the touch-screen LG Viewty, to create the ideal match to your mobile needs.

All Mix & Match plans also come with a range of great, free benefits, including:

• Free voicemail: No more paying to pick up your messages... and they don’t use up your inclusive minutes.
• 300 free 3-to-3 calls: When you’re on Mix & Match, you get 300 free anytime minutes to call any other 3 customer in the UK, or on one of 3’s sister networks in any of our 3LikeHome countries**. So you can talk freely on 3.
• Free Instant Messaging: Get free unlimited Instant Messaging using Windows Live Messenger or Yahoo! Messenger, just sign-in like you would on your PC. There are no data charges and you don’t need any extra add-ons, it’s absolutely free.
• Free calls with Skype to anywhere in the world: Again, it works just like on your PC, log-in to see your Skype contacts status, and then just talk away... with nothing to pay.
• Free eBay bids and buying: Get bidding with eBay, browse for bargains, place your bid, and watch the auction as it happens. Just like on your PC except it’s all on your mobile. And yes, it’s free.