Pakistan Telecommunication Authority (PTA) has formally granted prior approval for the introduction of “e&” as the unified brand identity of the merged entity of Pak Telecom Mobile Limited (PTML) and Telenor Pakistan, putting to rest speculation that any regulatory approval was still pending.
According to an official PTA letter dated June 16, 2026, the telecom regulator approved the joint request submitted by PTML and Telenor Pakistan for the modification of their existing brand names and the introduction of a unified “e&” brand across Pakistan following the amalgamation of the two companies.
The approval was issued with the condition that the merger be completed in accordance with applicable laws and the court-approved amalgamation scheme. PTA also directed PTML, the surviving entity after the merger, to formally notify the regulator before the commercial launch or marketing campaign of the new brand.
The letter refers to the Authority’s earlier decision of March 18, 2026, allowing the transfer of Telenor Pakistan’s licences and its amalgamation into PTML, as well as PTML’s application dated April 16, 2026 seeking approval for the new brand identity.
The development confirms that all major corporate and regulatory approvals required for the rebranding have now been secured. Earlier, the PTML Board had approved the adoption of the “e&” brand, the Islamabad High Court had sanctioned the scheme of amalgamation, and PTML had submitted the certified scheme to the Securities and Exchange Commission of Pakistan (SECP).
The latest PTA approval effectively removes any uncertainty over regulatory clearance for the new identity, paving the way for the company to commercially roll out the “e&” brand in Pakistan.
However, despite the regulatory clearance, the proposed branding has triggered debate in some quarters. Questions have been raised over the omission of the word “Pakistan” from the new brand name, with critics asking whether the government had carried out adequate due diligence before approving the rebranding. The PTA approval letter, however, indicates that the regulator has formally cleared the introduction of the unified “e&” brand, subject to the stipulated conditions.
