Two years ago, we started small. Firsty and Uber piloted seamless eSIM connectivity in the Netherlands, testing a simple idea: what if travellers could activate global data directly from the Uber app before they even landed with no physical SIM cards, roaming surprises or airport booth hassle.
It worked and Spain came next. And today, that partnership has grown to cover 30+ countries and over 500 airports across the US, Europe, the UK, and beyond. What started as a proof-of-concept in one country has become one of the fastest-growing connectivity solutions for millions of Uber users globally.
Landing in a new country is still a mess: you need internet immediately, but roaming fees are brutal. Airport wifi is sketchy. Airport SIM booths are frustrating. Most travellers end up paying far more than they should. Uber users now have a better option. When you book a ride to the airport through the app, Firsty's eSIM is there. Activate it on landing. First purchase gets 50% off. No hidden fees, no contract, just clear pricing across 600+ local networks.
This kind of scaling doesn't happen by accident. It happens because both sides believed in the same thing: embedding essential services directly into the journey instead of forcing customers to string together five different apps and providers. When mobility and connectivity work together, everything else works better. More than 1.2 million users now trust Firsty for global connectivity. With presence across major hubs in three continents, the partnership proves the model scales.
For Firsty, this is what global infrastructure looks like at scale. We've integrated over 600 local carriers into one platform, but integration is just plumbing. What matters is whether millions of people use it without thinking. The Uber partnership shows they do.
What's next? More countries, more airport hubs, and deeper integration into Uber's platform. The goal is simple: make connectivity something you never think about when you travel. Whether you're a tourist, on business, or relocating, your phone just stays connected.
For travellers, that's one less thing to worry about landing somewhere new. For Firsty, it's proof the model works globally. For Uber, it's another utility that makes the platform essential to how people move around the world.
