The Pakistan Telecommunication Authority (PTA) has directed Pakistan Telecommunication Mobile Limited (PTML) to complete the required legal formalities with the Securities and Exchange Commission of Pakistan (SECP) before seeking regulatory approval for its planned rebranding to e&, sources told ProPakistani.
The directive comes as PTML proceeds with post-merger integration following the completion of the Telenor Pakistan-Ufone amalgamation.
According to PTA sources, the regulator has no objection in principle to replacing the Ufone brand with e&. However, it has informed PTML that the proposed brand must first be legally reflected in the company’s corporate records maintained by the SECP before the PTA can consider the request.
The regulator has also advised PTML not to launch the new brand or begin any marketing campaign until all statutory and regulatory requirements have been fulfilled. Once the company completes the SECP process and submits the updated documentation, the PTA will examine the request under the applicable licensing and regulatory framework.
The development follows the completion of the Telenor Pakistan-Ufone merger after approval by the Islamabad High Court. As a result of the amalgamation, Telenor Pakistan ceased to exist as a separate legal entity, with all assets and liabilities transferred to PTML, which now operates the merged mobile business, while PTCL continues as the group’s fixed-line operator.
PTCL sources have previously confirmed that the company is evaluating the rollout of the global e& brand as part of its post-merger strategy. PTML has also approached the PTA for approval of a unified tariff framework, although existing Ufone and Telenor customers will continue using their current packages until the required regulatory approvals are secured.
PTA officials reiterated that the Authority’s only requirement is compliance with the legal process, adding that the proposed rebranding can proceed once PTML completes the necessary SECP formalities and obtains regulatory approval.
