Supermarket chain Asda has started selling a pay-as-you-go mobile phone for under £10.
But it is limiting sales of the £9 pay-as-you-go Motorola F3 handsets to just two per customer.
The phone is on the Orange network and Asda is expecting to sell out its stock of 65,000 handsets within a week.
Asda’s general merchandise trading director Peter Pritchard said: ‘We want to be able to offer our customers the latest technology at jaw-dropping low prices.
‘This mobile phone at £9 is truly unbeatable value and puts our competitors in the shade.’
Which? phone expert Jon Barrow said: ‘This is a stunning price for a mobile phone. It may be a very basic device, but if you just want a phone to keep in touch with friends and family then it’s a very attractive offer.’