British Telecom had been offering broadband packages dubbed 'Unlimited' with only one snag; there were limits.
Now the UK's largest ISP says it is lifting all restrictions for customers on its less expensive packages and is also cutting prices too. The new Totally Unlimited packages now start from £16 a month for 16Mbps copper broadband.
Users can grab a 38Mbps connection - network compatibility permitting - with uncapped downloads for £23 a month, while the top BT Infinity package costs £26 a month, with maximum speeds of 76Mbps.
Previously, BT customers wanting unmetered internet usage were required to pay £26 a month for the privilege. Now it's open for all, although limited packages remain at £13 a month.
BT's move into truly unlimited broadband follows ISPs like Sky and O2 who're also swerving 'traffic management' policies.
As well as the Totally Unlimited announcement, BT has also announced free online storage - starting at 2GB, ranging up to 50GB - for its customers with its new BT Cloud service. The service is accompanied by mobile apps for iOS and Android.