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Mobile Phones Direct is an online-only mobile phone retailer. It offers handsets from all leading smartphone brands and airtime contracts from 3 major UK networks - Vodafone, O2 and Three. The UK company was founded in 1992 and the head office is located in Thatcham, Berkshire.

In November 2018, AO World confirmed that it had completed the acquisition of the online phone retailer Mobile Phones Direct for £32.5 million as it looks to expand its offering in the mobile phone sector.[27]

In August 2019, Mobile Phones Direct and AO Retail launched AO-Mobile.com