The Pakistan Telecommunication Authority (PTA) has directed Pakistan Telecommunication Mobile Limited (PTML) not to launch or change any brand for its merged Ufone-Telenor business until all legal and regulatory requirements relating to the merger have been completed.

According to an official letter issued on July 2, PTML sought the regulator’s approval to introduce a new brand identity following its amalgamation with Telenor Pakistan.

In response, the PTA instructed the company to formally notify the regulator once the merger becomes legally effective and before introducing any new brand, advertising campaign or commercial rollout.

The authority also made it clear that PTML cannot proceed with any branding changes or promotional activities until all statutory requirements have been fulfilled, including the necessary acknowledgement or notification from the Securities and Exchange Commission of Pakistan (SECP).

The regulator further directed the company to provide documentary evidence confirming completion of the required legal formalities before moving ahead with the proposed rebranding.

The directive comes after the Islamabad High Court approved the merger of PTML and Telenor Pakistan on June 24, paving the way for the legal integration of the two mobile operators.

Sources said the merged company is evaluating the adoption of e&, the global brand of PTCL Group’s majority shareholder, to replace the existing Ufone brand as part of its integration strategy.

However, the proposed rebranding will remain on hold until the company completes all legal procedures and receives the necessary regulatory clearance from the PTA before any public launch or marketing campaign.