The Pakistan Telecommunication Authority (PTA) has directed Pakistan Telecommunication Mobile Limited (PTML) not to launch or modify any brand identity following its merger with Telenor Pakistan until all legal and regulatory requirements have been fulfilled.
According to an official letter issued by the PTA on July 2, PTML had sought prior approval to introduce a new brand name after the amalgamation of PTML and Telenor Pakistan. The regulator instructed the company to notify the PTA once the merger becomes legally effective and before initiating any branding, marketing, or commercial activities.
The telecom regulator further stated that no rebranding, promotional campaign, or brand launch can proceed until all legal obligations, including the required acknowledgement or notification from the Securities and Exchange Commission of Pakistan (SECP), have been completed.
PTML has also been instructed to provide documentary proof confirming the completion of all legal formalities before moving ahead with any new corporate identity or commercial rollout.
The merger of PTML and Telenor Pakistan marks one of the largest telecom consolidations in Pakistan’s history. Following the integration, the combined company is expected to retire both the Ufone and Telenor brands and operate under the e& brand, aligning with the UAE-based group’s global branding strategy. The merged entity is projected to serve around 70 million subscribers, making it Pakistan’s second-largest mobile operator.
The directive comes after the Islamabad High Court approved the merger of PTML and Telenor Pakistan on June 24, allowing the companies to begin the regulatory process for post-merger integration.
Following the merger, the combined entity is reportedly considering replacing the Ufone brand with e&, the global brand of PTCL Group’s majority shareholder. However, the proposed rebranding will remain on hold until the PTA confirms that all legal and regulatory conditions have been satisfied.
The regulator’s decision effectively delays the launch of any new brand identity until the merger process is fully completed and formally recognized by the relevant authorities.
