BT urges analogue landline users to switch to digital

BT has launched a national campaign with broadcaster Clare Balding urging remaining analogue landline users to switch to digital services ahead of the UK's analogue landline switchover in January 2027.

Branded "Don't Put Off the Switch", the campaign targets customers who have not yet moved to a digital landline and may ignore contact from their provider. Most BT customers have already switched, with the latest push focused on those still using analogue lines in the final stretch before the national changeover.

Research commissioned by BT found that 63% of UK adults regularly delay essential tasks such as updating passwords or changing providers. It also found that 29% have ignored or delayed responding to messages from essential service companies, while 30% said they had missed a deadline for such tasks, resulting in late fees, rebooking or higher payments.

That matters for landline users because providers are contacting customers directly to arrange the move to digital services. Customers do not need to do anything until they are contacted, but failing to respond could disrupt services they rely on.

The campaign is part of a wider effort by telecoms operators to complete the shift away from the Public Switched Telephone Network, the ageing analogue system that has carried fixed-line calls for decades. The switchover affects households and businesses that still depend on traditional landlines, and has drawn attention to the needs of older users, people who use telecare devices and those who need support during power cuts.

Support measures

BT is expanding targeted support for remaining analogue customers through regional outreach and accessible communications. It is also working with local authorities, telecare providers, charities and government under the PSTN Charter of Commitments to identify people with additional needs and help them move safely.

Measures include free in-home engineer visits for customers who need extra help and backup power solutions designed to allow calls during power cuts. Most customers can keep their current number and continue using the same handset, and the majority can switch at no extra cost.

Balding said the campaign was intended to prompt customers to respond when approached by their provider. "When your provider gets in touch, it's vitally important you act to ensure your landline services keeps running smoothly. If you don't respond, the services you rely on could be disrupted," she said.

"The good news is you won't be on your own - BT will guide you every step of the way."

BT is also highlighting security features on digital lines as part of its case for the move, saying more than 91 million scam and spam attempts were blocked for its digital landline customers in the past year.

That figure forms part of its argument that digital services can offer greater reassurance for customers making and receiving calls. BT has presented the switch as both a network modernisation project and a customer migration exercise.

Lucy Baker, BT's consumer digital voice director, said the research suggested consumers often overlook messages from providers. "As our research shows, it's easy to overlook messages from service providers, but doing so could disrupt essential connections.

"The switch to digital landlines is a significant, once-in-a-generation upgrade to the UK's communications infrastructure. It's important to take action when contacted, so everyone can benefit from more reliable, secure technology and stay connected to the services they rely on."

BT also highlighted the experience of customers who have already moved. John Garrard, 77, from Hornchurch, said he had been reluctant to change before being contacted by BT and guided through the process.

"I'd had my landline for years and didn't see any reason to change it at first. But once BT got in touch, they explained everything clearly and helped me through it," he said. "It turned out to be much simpler than I expected. I'm glad I did it when they asked, rather than leaving it too late."

AbilityNet, the charity working with BT on support and accessibility, said tailored guidance and in-person help could ease concerns among less confident users. "For many people, changes to essential services can feel daunting, particularly for older people or those who aren't as confident with technology. That's why we've been working closely with BT to provide tailored guidance, accessible communications, and often in-person support that helps people understand what's changing and what it means for them.

"With the support BT has in place, switching to digital landlines can be straightforward, and can help people stay confidently connected to the services and the people they rely on most," said Amy Low, chief executive of AbilityNet.

BT said customers will receive clear guidance and at least four weeks' notice when it is time for their line to be moved.