Regulatory Approval Secured for Unified Telecom Identity
The Pakistan Telecommunication Authority (PTA) has formally approved the introduction of “e&” as the unified brand identity for the merged entity of Pak Telecom Mobile Limited (PTML) and Telenor Pakistan.
According to an official PTA letter dated June 16, 2026, the regulator granted prior approval for the rebranding, subject to completion of the merger under applicable laws and the court‑sanctioned amalgamation scheme. PTML, the surviving entity, has been directed to notify PTA before launching or marketing the new brand.
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Debate Emerges Over Omission of ‘Pakistan’ in New Brand
This approval confirms that all major corporate and regulatory clearances for the rebranding have now been secured, following endorsements from PTML’s Board, the Islamabad High Court, and the Securities and Exchange Commission of Pakistan (SECP).
While the clearance paves the way for the commercial rollout of the “e&” brand in Pakistan, debate continues over the omission of the word “Pakistan” from the new identity. Critics have questioned whether adequate due diligence was carried out, but PTA’s letter makes clear that the unified brand has been formally authorized.
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