Russian mobile operators are massively zeroing out the cost of international roaming. According to CNews, by 2026, all members of the "big four" have joined this trend. In March, T2 canceled charges for calls from abroad, and a month later – for internet traffic (up to 1 GB). Following suit, MTS and Beeline introduced similar offers.

Operators explain this as care for subscribers, however, according to Forbes, only one out of four companies directly admitted that this is how they increase loyalty. According to statistics from the Border Guard Service of the FSB, in the first quarter of 2026, Russians made 2.66 million trips abroad – 19% more than a year earlier. T2 recorded a threefold increase in internet traffic in roaming and a twofold increase in calls.

Experts call free roaming a marketing gesture, not generosity. According to them, loyalty to the "big four" operators is falling due to communication failures and competition from virtual operators.

The price for "free" roaming has been further tariff increases within the country. In the summer of 2026, one operator raised prices by 12%, another by 14%. This is already the second indexation in seven months of the year, and it may not be the last. A minority of subscribers receive free roaming at the expense of the majority, who remain in Russia and pay more for the same services.