“Le Devoir obliges us”: Bouygues invoice € 5 to terminate B & You, Free reimburses up to € 10

Bouygues Telecom will introduce, from June 9, Termination fees of € 5 for its B & You, Until then without commitment. A decision that makes teeth cringe. Taking advantage of the ambient dissatisfaction, Free reacts immediately with a repayment promise: up to € 10 offered for any migration to One of its packages. A skillful way of landing as a consumer defender … while scratching competition.

Bouygues invoices the exit, free pays the addition (and rubs your hands)

Free has always cultivated the art of useful provocation. This time, the operator attacks Bouygues Telecom head -on, which has just added fence costs to its B & You packages, yet presented as “without commitment”. A paradox? For many, yes. And Free does not miss the opportunity to underline it, publishing on X a message as lapidary as they are explicit: “Le Devoir obliges us”.

The subsidiary of Iliad therefore announces that it will pay for up to € 10 of costs if you leave an operator (implied: Bouygues) to come to her house. The wink is obvious, the spike is supported, and the calculation is clear: recover subscribers while strengthening its image of white knight of the mobile.

The precise methods of this offer have not yet been detailed, but logic would like a proof. Free, in this kind of campaign, generally favors simplicity to fluidify migration.

Behind the humor and the sense of communication, a substantive question arises, all the same: are the termination costs on non-binding packages risk tarnishing the image of the operators that practice them?