In a bold move blending celebrity influence with practical technology solutions, the hosts of the wildly popular podcast SmartLess—Jason Bateman, Sean Hayes, and Will Arnett—have launched SmartLess Mobile, a direct-to-consumer wireless service designed to shake up the US telecom landscape. Officially unveiled on June 10, 2025, this new mobile brand aims to simplify wireless service, making it smarter, more affordable, and refreshingly straightforward for consumers who often pay for data they don’t actually use.
SmartLess Mobile is not just another wireless provider; it’s a carefully crafted venture built on a clear insight: the vast majority of mobile users spend nearly 90% of their phone time connected to Wi-Fi rather than cellular networks. Recognizing this, the new company offers plans tailored to real usage patterns, challenging the industry norm of pushing costly unlimited data plans that many customers don’t need. “If you’re using less, you should be spending less,” said Will Arnett, one of the co-founders and a familiar voice to millions of podcast listeners.
The pricing structure reflects this philosophy, with plans starting at a modest $15 per month for 5 gigabytes of high-speed data and topping out at $30 for 30 gigabytes. Customers can lock in their rate for life, avoiding the dreaded surprise price hikes common in the wireless industry. SmartLess Mobile operates as a mobile virtual network operator (MVNO), leasing access to T-Mobile’s expansive 5G network, which covers the contiguous United States and Puerto Rico. This partnership offers customers reliable coverage without the premium price tag associated with traditional carriers like Verizon or AT&T.
One of the standout features is the ease of switching to SmartLess Mobile. Users can bring their own unlocked phones and port their existing numbers by simply scanning a QR code, with the entire process taking just minutes. This digital-only approach leverages modern technology such as eSIMs, eliminating the need for physical store visits and streamlining the customer experience.
The launch campaign, masterminded by independent creative agency Rethink New York, captures the irreverent and authentic spirit that made the SmartLess podcast a cultural phenomenon. Directed by Sam Jones—who previously helmed the six-part docuseries SmartLess: On the Road—the campaign features a series of black-and-white short-form videos that offer playful, behind-the-scenes glimpses into the trio’s dynamic. In spots titled “Catchphrase,” “Corporate Brainstorm,” and “God Bless,” Bateman, Hayes, and Arnett riff on potential brand slogans, blending humor with a no-nonsense message. “Working with Jason, Sean, and Will – alongside our creative partners at Rethink – to build the SmartLess Mobile brand was like translating their podcast magic into visual form – irreverent, honest, and refreshingly human,” said Jeni McAleese, chief brand officer for SmartLess Mobile.
Jeni and Paul McAleese, wireless industry veterans, co-founded the company alongside the podcast hosts. Paul McAleese, who previously led Shaw Communications and co-founded i-wireless, serves as SmartLess Mobile’s CEO. Their expertise grounds the brand in telecom knowledge, ensuring it doesn't just ride celebrity appeal but delivers real value and transparency to customers.
Indeed, this launch follows a growing trend of celebrities entering the telecom space, a category once dominated by large, impersonal corporations. Ryan Reynolds’ involvement with Mint Mobile, which was acquired by T-Mobile in 2023 for over $1 billion, paved the way for stars like Bateman, Hayes, and Arnett to leverage their audiences and authenticity in this sector. According to wireless industry research firm Wave7, celebrity-backed brands are increasingly common, offering a fresh approach to an otherwise complex and opaque market.
SmartLess Mobile’s tagline, “Don’t get OutSmarted. Get SmartLess,” encapsulates its mission to cut through the confusion and cost inflation typical of the wireless industry. “The wireless industry has normalized complexity and confusion, but SmartLess Mobile disrupts that with radical transparency,” Jeni McAleese emphasized. “When you can make people laugh about a real problem while genuinely solving it, you’re not just marketing—you’re providing a public service.”
Rethink New York’s creative leadership also highlighted how the brand’s identity mirrors the podcast’s tone—authentic, informal, and honest. “We approached the identity for SmartLess Mobile in the same way the guys approach the podcast: authentically and without pretense,” said Rich Greco, executive creative director of design at Rethink. “This was a unique opportunity to build a brand around three voices who already have incredible chemistry and clarity.”
Unlike typical celebrity endorsements, Bateman, Hayes, and Arnett are equity investors with active roles in the company’s creative and marketing efforts. Tara Lawall, chief creative officer at Rethink New York, noted, “Jason, Sean and Will aren’t hired spokespeople for SmartLess Mobile, they’re business owners with a sizeable equity stake. They’ll be actively involved with the business creatively, but they also want to use their hallmark charm and humor to engage with customers.”
SmartLess Mobile’s launch also taps into the shifting consumer landscape, where many people work from home or spend significant time in Wi-Fi-enabled environments, reducing their actual cellular data needs. Research by OpenSignal in 2024 found that most mobile users spend between 77% and 88% of their phone time connected to Wi-Fi, underscoring the rationale behind SmartLess Mobile’s pared-down data plans. For those who primarily use Wi-Fi but still pay for unlimited cellular data, switching to SmartLess Mobile could literally halve their monthly bill, as Sean Hayes pointed out.
While MVNOs like SmartLess Mobile face challenges—such as competing against industry giants with deep pockets and enticing phone deals—the brand’s strong built-in audience, with millions of podcast listeners and over 2 million combined Instagram followers, offers a significant advantage. The company plans to further promote the service through the SmartLess podcast itself, tapping into a loyal fanbase already familiar with the hosts’ frank and humorous style.
SmartLess Mobile’s emergence signals a broader shift in celebrity brand ownership, moving beyond traditional sectors like alcohol and beauty into more practical, everyday services. This approach, grounded in authenticity and expertise rather than mere fame, may redefine how consumers perceive and engage with celebrity-backed ventures.
For consumers tired of confusing bills and overpriced plans, SmartLess Mobile promises a breath of fresh air—a wireless service that’s honest, affordable, and designed for how people actually use their phones. As the telecom industry continues to evolve, the combination of star power, savvy branding, and a clear value proposition might just make SmartLess Mobile a game-changer in the crowded wireless market.
