ISLAMABAD

Pakistan Telecommunication Mobile Limited (PTML) has sought prior approval from the Pakistan Telecommunication Authority (PTA) for a proposed new brand name following the planned merger of Telenor Pakistan and Ufone, according to official sources.

The telecom regulator has informed PTML that any rebranding exercise will remain subject to the completion of all legal and regulatory requirements before approval can be granted.

PTA has directed the company not to launch the new brand or initiate any advertising or marketing campaign until the required legal formalities have been fulfilled.

According to the regulator, the rebranding process can only move forward after the completion of proceedings by the Securities and Exchange Commission of Pakistan (SECP) and formal notification of the merger.

Sources said PTML is considering replacing the Ufone brand with “&e” as part of the post-merger corporate identity, although the proposal is still under regulatory review.

The proposed rebranding has also sparked questions over the expected cost of replacing the existing brand identity and the approval process, particularly as the merged entity includes government shareholding.

The merger between Telenor Pakistan and Ufone is expected to reshape Pakistan’s telecom landscape by creating one of the country’s largest mobile operators, subject to regulatory clearances.