Privatisation Commission stops PTA from approving proposed rebranding of Ufone as ‘e&’

Profit, citing Business Recorder, reported that the Privatisation Commission has told the Pakistan Telecommunication Authority (PTA) to hold off on endorsing a plan to rename Ufone as e&. The commission's view is that the matter falls between the two governments involved, so only they can approve it. The PTA chairman told reporters the regulator could not settle the question alone because it involves commitments made by both governments.

The proposal follows the merger of Telenor Pakistan into Pakistan Telecommunication Mobile Limited (PTML), which runs the Ufone brand and was completed after the Islamabad High Court gave final approval. In July 2026, PTML asked the PTA for permission to adopt the e& name. Sources in PTCL said the name reflected the merged firm's association with UAE-based Etisalat. The regulator reportedly wanted an SECP notification on the merged entity's directors first, and on July 27 the federal government paused the plan amid legal and governance concerns.

The Secretary of IT and Telecom told a Senate panel that the proposal is still under consultation, with the CCP and PTA holding different views. He said the government is examining the issue from several angles and no final decision on the rebrand has been taken. Further consultations will take place before any final decision is reached.