Loyalty pays out with O2's superfast pay as you go plans.
Vodafone pre-pay customers will now be charged per minute rather than per second, which network says is simpler.
Virgin Media is now offering BlackBerry handsets on pay-as-you-go deals, including the BlackBerry Torch 9800.
O2 has followed Vodafone's lead and begun offering the iPhone 4 on pay as you go deals, albeit at a slightly higher price point.
Vodafone has announced it will be stocking the new Nokia C3 phone on an exclusive pay as you go deal.