Amaysim
An Australian mobile virtual network operator brand offering prepaid and pay-as-you-go services on the Optus network.
Last updated August 26, 2026
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Overview
Amaysim is an Australian consumer telecommunications brand specializing in mobile phone plans. It operates as a mobile virtual network operator, or MVNO, using the Optus mobile network rather than owning and operating a national radio-access network of its own. Its core proposition has historically been straightforward prepaid and pay-as-you-go mobile services combining voice, text messaging and mobile data. The business was founded in November 2010 by Peter O'Connell, Rolf Hansen, Christian Magel, Thomas Enge and Andreas Perreiter. Amaysim entered a market in which MVNOs could compete with the major network operators through simpler pricing, digital distribution, flexible account arrangements and focused customer service. The brand became one of Australia's more recognizable independent mobile providers and was listed on the Australian Securities Exchange following an initial public offering in July 2015. During its period as an independent listed group, Amaysim expanded beyond its original mobile proposition. In January 2016 it acquired Vaya, another Australian MVNO. Later that year it entered broadband through the acquisition of Internet service provider AusBBS. In 2017 the group acquired online energy retailer Click Energy, extending the corporate portfolio into household utilities. These diversification efforts were subsequently reversed or reduced. Amaysim sold its broadband customers to Southern Phone in 2018 and exited broadband resale, citing wholesale costs, competition and capital-allocation considerations. Click Energy was sold to AGL Energy under an agreement announced in 2020. The company also consolidated its mobile portfolio through acquisitions. It acquired Jeenee Mobile in December 2019 and OVO Mobile in June 2020. In November 2020, Optus agreed to acquire all Amaysim shares for A$250 million. The transaction completed with Amaysim's delisting from the ASX on 6 April 2021, changing the business from an independently listed telecommunications group into a consumer brand within the Optus and Singtel structure. Amaysim continues to operate as an Optus-powered consumer mobile brand. In 2024, Optus announced the closure of the Vaya brand, with its customers subsequently migrated to Amaysim. In January 2025, customers of Circles.Life were also transferred to Amaysim after Circles.Life ceased Australian operations. Reference material reported more than 1.5 million Amaysim mobile subscribers as of June 2024, although subscriber totals can change over time. The brand's present identity is therefore narrower than the former Amaysim group: it is primarily an Australian mobile-service brand rather than a diversified utilities or broadband company. Its positioning emphasizes accessible plans, prepaid flexibility and digital purchasing and account-management channels. Exact inclusions, prices, network arrangements and customer-migration policies remain subject to change under Optus ownership.
History
Amaysim was founded in November 2010 by Peter O'Connell, Rolf Hansen, Christian Magel, Thomas Enge and Andreas Perreiter as an Australian telecommunications provider. It entered the market as a mobile virtual network operator, purchasing network access from an established carrier and selling mobile services directly to consumers. This structure enabled Amaysim to compete through pricing, product simplicity and online distribution without constructing a national mobile network. The company became publicly listed after an initial public offering in July 2015. Its early growth strategy focused on mobile customers, but the Amaysim group later pursued acquisitions and diversification. In January 2016 it bought Vaya, another Australian MVNO, for A$70 million. In July 2016 it entered broadband by acquiring AusBBS for A$4 million. In early 2017 it broadened its household-services ambitions by acquiring online energy retailer Click Energy for A$120 million. The diversification strategy was later narrowed. In October 2018 Amaysim sold its approximately 15,000 broadband customers to Southern Phone for A$3 million and stopped reselling broadband. The company attributed the decision to high wholesale costs, strong competition and the need to deploy capital more selectively. Mobile consolidation continued: Amaysim acquired Jeenee Mobile for A$7.8 million in December 2019, with Jeenee customers moved to the group's Vaya brand, and acquired OVO Mobile for A$15.8 million in June 2020. Click Energy became the subject of regulatory action after discount and savings claims made between October 2017 and March 2018. In March 2019, the Federal Court of Australia ordered a A$900,000 penalty and corrective notices. Separately, Amaysim received a A$126,000 ACCC penalty in October 2020 over a social-media advertisement that presented a data plan as unlimited despite limitations applying after the first three renewals. In September 2020, AGL Energy agreed to acquire Click Energy from Amaysim for A$115 million. Two months later, Optus entered an agreement to acquire all Amaysim shares for A$250 million. The transaction was completed with Amaysim's delisting on 6 April 2021. The brand subsequently became part of the Optus business within the Singtel group while continuing to serve consumers under the Amaysim name. In April 2024, Optus announced the retirement of the Vaya brand and migrated its customers to Amaysim. In January 2025, Circles.Life ceased Australian operations and its existing customers were transferred to Amaysim. Amaysim is consequently best understood as an active Optus-operated consumer MVNO brand, rather than the independently listed and diversified group that existed before 2021.
- 2025
Circles.Life customers migrate to Amaysim
[1]Customers remaining with Circles.Life in Australia are transferred to Amaysim after Circles.Life exits the market.
- 2024
Vaya customers migrate to Amaysim
[1]Optus retires the Vaya brand and moves its customer base to Amaysim.
- 2021
Optus acquisition and delisting
[1]Optus completes its acquisition of Amaysim and the company is delisted from the ASX on 6 April.
- 2020
OVO Mobile acquisition
[1]Amaysim acquires OVO Mobile, adding approximately 77,000 mobile subscribers.
- 2019
Jeenee Mobile acquisition
[1]Amaysim acquires Jeenee Mobile and later migrates its customers to Vaya.
- 2018
Broadband exit
[1]The company sells its broadband customer base to Southern Phone and exits broadband resale.
- 2017
Click Energy acquisition
[1]Amaysim acquires online energy retailer Click Energy as part of a move into household services.
- 2016
Vaya acquisition
[1]Amaysim acquires Australian MVNO Vaya for A$70 million.
- 2016
Broadband expansion
[1]The group enters broadband through its acquisition of AusBBS.
- 2015
Public listing
[1]Amaysim floats on the Australian Securities Exchange following an initial public offering.
Products and positioning
An accessible Australian consumer mobile brand focused on simple, flexible and digitally managed prepaid and pay-as-you-go services.
Mobile telecommunications · 2010
Mobile plans
Amaysim's principal offering consists of consumer mobile plans combining mobile data, voice calling and text messaging. The plans are delivered over the Optus mobile network and have historically been designed around relatively simple, flexible arrangements rather than the infrastructure ownership model used by major network operators.
Prepaid telecommunications · 2010
Prepaid mobile services
Prepaid services are a longstanding part of Amaysim's market identity. Customers pay in advance for a defined allowance or renewal period, supporting budget control and avoiding the commitment structure of many traditional postpaid contracts. The exact allowances and renewal terms vary by plan and period.
Mobile telecommunications
Pay As You Go services
Amaysim also specializes in pay-as-you-go mobile services, allowing customers to use mobile connectivity under usage-based or prepaid arrangements. This line is intended for customers who value flexibility and may not require a large recurring data bundle.
Broadband telecommunications · 2016
Broadband services
Amaysim briefly resold broadband services after acquiring AusBBS in 2016. The company sold its broadband customer base to Southern Phone in 2018 and stopped reselling broadband, so broadband is a historical rather than current core offering.
Retail energy · 2017
Click Energy services
Click Energy was a separately operated online energy retail business acquired by the Amaysim group in 2017. It formed part of the group's diversification into household services but was sold to AGL Energy under an agreement announced in 2020.
Controversies
2020
Misleading unlimited-data advertising
An Amaysim social-media advertisement described a plan as offering unlimited mobile data without adequately conveying that the unlimited component lasted only for the first three renewals. The ACCC imposed a A$126,000 infringement penalty.
2020
Amaysim and Lycamobile pay fines over advertising
Amaysim and Lycamobile paid fines of $126,000 and $12,600, respectively, after the Australian Competition and Consumer Commission pursued them over allegedly misleading advertising of mobile plans as “unlimited” despite maximum data allowances.
2019
Click Energy misleading discount claims
Click Energy told consumers that they could receive discounts and savings by switching and paying on time. The Federal Court found the presentation misleading because the comparison basis used higher market-offer rates and estimated savings assumptions that did not accurately represent the available alternatives. The court ordered a A$900,000 penalty and corrective notices to affected customers.
Marketing campaigns
- 2020Unlimited Mobile Data advertising
Australia
Amaysim promoted an offer on Twitter using the phrase "Unlimited Mobile Data" and a related hashtag. The offer's unlimited data treatment applied only to the first three renewals before reverting to a capped allowance.
Outcome. The ACCC issued a A$126,000 infringement penalty in October 2020 for misleading advertising.
Brand decisions
2024
Retirement of the Vaya brandStrategyBackground
Optus decided to discontinue the Vaya consumer brand within its MVNO portfolio.
Action taken
Vaya customers were migrated to Amaysim.
Aftermath
Amaysim became the continuing consumer brand for customers formerly served by Vaya.
2021
Completion of Optus acquisition and delistingM&ABackground
Optus proceeded with the acquisition agreed in November 2020.
Action taken
Amaysim was removed from the Australian Securities Exchange on 6 April 2021.
Aftermath
Amaysim continued as an Optus-operated consumer mobile brand rather than an independently listed company.
2020
Optus agrees to acquire AmaysimM&ABackground
After a period of mobile acquisitions and portfolio restructuring, Amaysim entered an agreement to sell the company to Optus.
Action taken
Optus agreed to acquire 100 percent of Amaysim's shares for A$250 million.
Aftermath
The acquisition led to Amaysim's delisting in April 2021 and placed the consumer brand within the Optus and Singtel group.
Acquisition consideration. A$250 million (2020 agreement; completed 2021)
2018
Exit from broadband resaleStrategyBackground
Amaysim's broadband business faced high wholesale costs and intense competition, while the group needed to prioritize its capital.
Action taken
The company sold approximately 15,000 broadband customers to Southern Phone for A$3 million and stopped reselling broadband services.
Aftermath
Amaysim returned its operating focus toward mobile telecommunications and reduced its exposure to broadband.
Sale proceeds. A$3 million (2018)
Recent events
- Unconfirmed
Optus completes acquisition of amaysim mobile business[3]
Optus completed its purchase of amaysim’s mobile business, including its 1.2 million subscribers, after all conditions precedent were met. amaysim will remain a standalone brand under Optus ownership.
- Unconfirmed
Amaysim and Lycamobile pay fines over advertising[2]
Reported:
Amaysim and Lycamobile paid fines of $126,000 and $12,600, respectively, after the Australian Competition and Consumer Commission pursued them over allegedly misleading advertising of mobile plans as “unlimited” despite maximum data allowances.
Sources3 sources
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