3 UK has become the latest operator to call time on unlimited data plans, with the launch of The One Plan, which it says is “the simplest, most competitive tariff ever offered in the UK.”

3 says that “for the vast majority of people”, The One Plan will offer all the calls, texts and data they need at a price that challenges the market.

While data usage is capped at 1Gb per month, the plan does also offer a monthly allowance of 2,000 any-network minutes, 5,000 3-to-3 minutes and 5,000 texts from £25 a month.

Three says it has launched the plan as a result of the clear direction signalled by Ofcom’s proposals for lower mobile termination rates – the wholesale charges that operators make to connect calls to each others networks – which means it can offer voice calling for less.

3 has been campaigning for lower termination rates for some time. Ofcom published proposals on 1 April this year to reduce mobile termination rates from around 4.3p per minute today to 0.5p per minute by March 2015.

“For individual consumers this plan is about peace of mind. For the industry its a game-changer,” says 3UK chief executive, Kevin Russell. “The One Plan is for everyone that wants to get the most from their smartphone and yet keep within their monthly allowance. We’ve fought for changes to the rules to make this kind of deal possible. With change in the air, we believe its time to act and to bring to the market the benefits of the larger bundles of calls, texts and data we have promised to UK consumers.

“Three was built to bring the mobile and the internet together as one. With a clear direction from Ofcom on Mobile Termination Rates we believe, for the first time, that we can offer an inclusive package for smartphone users that covers all of their communications needs at a market-moving price point.”

Three says the plan will enable users to check Facebook on their mobile more than 65,000 times; watch up to 30-minutes a day of YouTube each month; send more than 1,000 texts a week; and make more than one hour a day any-network calls, in addition to more than two hours a day of 3-to-3 calls.