Industry Benchmark · 2026
eSIM Providers on Trustpilot: Ratings, Trends & Complaint Analysis
The 20 largest eSIM brands on Trustpilot, across 377,827 reviews: how their scores moved over the last 12 months, how much of each rating is invited, how often customers write about support and AI, and what drives the 1–2★ reviews.
Updated 26 September 2026
Compiled by Michael Wei. Trustpilot data collected 25–26 September 2026. Published by Aissist.io, which sells a product in the category measured here.
Scope & method. Star counts for all 377,827 reviews of the 20 largest eSIM brands, split into all time and the last 12 months; 8,300 1–2★ reviews from the last 12 months, 3,464 low-star support complaints and 16,593 support and AI reviews, read and labeled by a model. Details and gaps are under Data and method.
Summary
The top 20 eSIM brands average 4.2 / 5 on Trustpilot (4.4 weighted by volume) across 377,827 reviews, 55% of them from the last 12 months. The average star rating rose from 4.35 to 4.40 over the year. What moves a brand's average is its 1–2★ share, and that share is driven by product failures first and support failures second.
- Score and volume. Airalo made the biggest real gain (3.55 to 3.98, with new reviews averaging 4.10), followed by Airhub, Roamic, Saily and Holafly. Nomad, aloSIM and Maya Mobile are heading down: their new reviews score below their older ones.
- Stars. 75% of reviews are 5★ and 11.6% are 1–2★, down 1.2 points in a year, mostly because Airalo's low-star share fell 11 points. Nomad (+1.7) and Maya Mobile, where 10.8% of new reviews are low-star against 6.7% before, moved the other way.
- Verified reviews. About 68% of reviews are invited. Ubigi, Airalo, Nomad, Saily and MobiMatter verify 86–96% of their reviews, Holafly about half, and Roamic, Jetpac and eSimFLAG none.
- Support and AI. Support is the subject of 6.4% of reviews, 22% of them negative. AI appears in 5.4% of support reviews, up from 0.6% in 2023.
- Low-rating drivers. Connectivity is the main complaint in 48% of low-star reviews and part of the complaint in 56%. Customer service is part of 27% but the main complaint in only 11%: it turns a product failure into a 1★ review.
- Support failures. Of every 100 support failures, 29 are problems support couldn't fix and 28 are slow or missing replies, then refund refusals (14). Rudeness is only 3.
| Provider | Reviews | From last 12 mo | Invited (verified) | Avg ★ (12-mo change) | 1–2★ share | Support share of reviews | Support reviews negative | AI in support (inferred) |
|---|---|---|---|---|---|---|---|---|
| Industry | 377,827 | 55% | 68% | 4.40 (+0.04) | 11.6% | 6.4% | 22% | Heavy5.4% |
| Holafly | 106,428 | 46% | 47% | 4.62 (+0.06) | 7.4% | 11% | 14% | Heavy4.5% |
| MobiMatter | 53,539 | 40% | 86% | 4.28 (+0.03) | 14.3% | 0.9% | 59% | Medium3.5% |
| Ubigi | 45,686 | 45% | 96% | 4.14 (+0.01) | 16.7% | 2.9% | 60% | Heavy9.2% |
| Airalo | 43,329 | 82% | 94% | 3.98 (+0.43) | 20.6% | 6.9% | 29% | Heavy10% |
| Nomad | 40,829 | 59% | 93% | 4.33 (−0.07) | 12.5% | 3.3% | 38% | Heavy6.1% |
| Saily | 31,412 | 65% | 90% | 4.69 (+0.11) | 4.3% | 4.8% | 16% | Heavy7.6% |
| Roamic | 19,046 | 89% | 0% | 4.71 (+0.13) | 3.7% | 3.2% | 30% | Heavy5.9% |
| Maya Mobile | 12,626 | 18% | 13% | 4.58 (−0.02) | 7.4% | 10% | 11% | Medium3.2% |
| GigSky | 6,936 | 95% | – | 4.26 (+0.92) | 13.0% | 1.6% | 56% | Low0.9% |
| Jetpac | 3,426 | 53% | 0% | 4.75 (+0.00) | 4.8% | 32% | 5% | Medium2.2% |
| Simify | 3,296 | 89% | 9% | 4.78 (+0.04) | 2.9% | 14% | 5% | Medium1.5% |
| Yesim | 2,881 | 33% | 16% | 4.32 (+0.02) | 14.4% | 10% | 22% | Medium2.2% |
| aloSIM | 2,206 | 92% | 50% | 4.08 (−0.12) | 18.2% | 10% | 24% | Medium1.8% |
| eSimFLAG | 2,077 | 100% | 0% | 4.14 new | 17.8% | 3.8% | 58% | Heavy7.6% |
| Airhub | 1,578 | 29% | 4% | 3.17 (+0.42) | 42.0% | 29% | 52% | Heavy5.4% |
| Global YO | 1,254 | 23% | 44% | 3.81 (+0.08) | 26.4% | 15% | 61% | Heavy6.3% |
| eSIM.me | 369 | 18% | 2% | 3.40 (+0.09) | 38.3% | 21% | 50% | Medium1.3% |
| BNESIM | 368 | 68% | – | 3.67 (0.00) | 31.4% | 22% | 71% | Heavy18% |
| eSIMCard | 274 | 68% | – | 4.53 (−0.06) | 9.6% | 29% | 6% | Low0% |
| Yoho Mobile | 267 | 8% | 8% | 4.15 (−0.15) | 18.7% | 35% | 27% | Low0% |
Invited (verified) is the estimated share of a brand's reviews carrying Trustpilot's Verified label, meaning the company invited the reviewer after a purchase. A high invited share can skew the data: the company chooses whom to invite, so a mostly invited profile probably shows reviews it selected rather than its whole customer base. – = too few reviews to estimate.
Avg ★ is the average of all reviews from the star counts, with the change against the average 12 months ago; eSimFLAG has almost no older reviews. Support share and negative are from Trustpilot's customer-service topic, confirmed by reading each review (section 4). AI in support is the share of support reviews that mention AI, a chatbot or automated replies: Heavy above 4%, Medium 1–4%, Low below 1% (section 5). It is a floor, since AI counts only when customers notice and say so.
Holafly
The largest profile (106,428 reviews) and one of the highest averages, 4.62 and rising, with only 7.4% 1–2★. About half its reviews are verified (47%). Support is 11% of reviews and mostly positive (14% negative), and AI appears in 4.5% of its support reviews.
MobiMatter
Steady at 4.28 (+0.03) across 53,539 reviews, and 86% of its reviews are verified. Support barely registers (0.9% of reviews), but 59% of those reviews are negative. Connectivity makes up 46% of the issues in its low-star reviews, and slow or missing replies are its most common support failure (33%).
Ubigi
Flat at 4.14 (+0.01), with 16.7% of reviews 1–2★ and nearly every review invited (96%). Support is only 2.9% of reviews, but 60% of them are negative, and slow or missing replies make up 41% of its support failures. AI appears in 9.2% of support reviews.
Airalo
The biggest real gain in the industry: 3.55 to 3.98, with its 35,465 new reviews averaging 4.10, and its 1–2★ share down 11.3 points to 20.6%. 94% of its reviews are invited, so they are probably selected. Support is the subject of 6.9% of its reviews, and 29% of those are negative. AI shows up in 10% of its support reviews, the most of any large brand.
Nomad
The only large brand clearly heading down: 4.39 to 4.33, with new reviews averaging 4.27 and 13.9% of them 1–2★. 93% of its reviews are invited, so they are probably selected. Support is the subject of 3.3% of its reviews, and 38% of those are negative. Connectivity makes up 43% of the issues in its low-star reviews, and its support failures split between problems support couldn't fix (28%) and slow replies (26%).
Saily
Up from 4.58 to 4.69, with new reviews at 4.75 and a 1–2★ share that fell 3.2 points to 4.3%. 90% of its reviews are verified. Support is the subject of 4.8% of its reviews, and 16% of those are negative. AI appears in 7.6% of its support reviews, and refund refusals are 26% of its support failures, the most of any brand.
Roamic
Rose from 4.59 to 4.71, with 89% of its 19,046 reviews posted in the last year. None are verified, so they are gathered outside Trustpilot's invitations. Support is the subject of 3.2% of its reviews, and 30% of those are negative. Customer service makes up 29% of the issues in its low-star reviews and plan terms 15%.
Maya Mobile
The average has barely moved (4.60 to 4.58), but new reviews average 4.48 and 10.8% of them are 1–2★ against 6.7% before, so the score is heading down. Only 18% of its reviews are from the last year, and 13% are verified. Support is 10% of reviews and 11% of those are negative, but slow replies are 43% of its support failures.
GigSky
Jumped from 3.33 to 4.26 (+0.92), but on a base of only 428 older reviews; 95% of its reviews are from the last year. An estimated 90% of its recent reviews are verified. Support is rarely the subject (1.6%) but 56% negative, and connectivity makes up 57% of the issues in its low-star reviews, the most of any brand.
Jetpac
Steady at 4.75 with only 4.8% 1–2★, and no verified reviews. Support is the subject of a third of its reviews (32%), and 5% of those are negative. When a low-star review does mention support, it splits evenly between slow replies and problems support couldn't fix (30% each).
Simify
The highest average in the set, 4.78, with 2.9% 1–2★ and 89% of its reviews from the last year. Support is 14% of reviews and only 5% of those are negative. AI is barely visible (1.5% of support reviews); 52% of its support failures are slow replies, on a small sample of 23 complaints.
Yesim
Steady at 4.32 (+0.02) with 14.4% 1–2★; only a third of its reviews are recent and 16% are verified. Support is 10% of reviews and 22% of those are negative. Plan terms make up 16% of the issues in its low-star reviews and blame-shifting 17% of its support failures, both the highest in the set.
aloSIM
Falling: 4.20 to 4.08, with new reviews at 4.05 and its 5★ share down 7 points. It switched invitations on during the year: an estimated 77% of its last-12-month reviews are verified, against 50% of all its reviews. Support is the subject of 10% of its reviews, and 24% of those are negative. Activation makes up 25% of the issues in its low-star reviews.
eSimFLAG
New to Trustpilot: nearly all of its 2,077 reviews are from the last year, averaging 4.14 with 17.8% 1–2★, and none are verified. Support is only 3.8% of reviews but 58% of those are negative. AI appears in 7.6% of support reviews, on a small sample (79).
Airhub
Recovering: new reviews average 4.30 against 3.17 overall, and the 1–2★ share fell 10.7 points, though it is still 42%. Support is 29% of reviews and 52% negative; customer service (33%) and money lost (23%) make up over half of the issues in its low-star reviews, and money lost is the highest share in the set (62 low-star reviews, directional).
Global YO
Up slightly to 3.81, with 26.4% 1–2★ overall and 19.6% among new reviews. Support is 15% of reviews and 61% of those are negative, with slow or missing replies making up 30% of its support failures (28 complaints, directional). AI appears in 6.3% of support reviews.
eSIM.me
Averages 3.40 with 38.3% 1–2★, and only 18% of its 369 reviews are recent. Support is 21% of reviews and half of them are negative; slow or missing replies are 57% of its support failures, and customer service makes up 43% of the issues in its low-star reviews. Small sample (18 low-star reviews in the last year), directional.
BNESIM
Flat at 3.67 with 31.4% 1–2★. Support is 22% of reviews and 71% of those are negative, the highest share in the set. AI appears in 18% of its support reviews, also the highest (82 support reviews, directional).
eSIMCard
Averages 4.53 (−0.06) on 274 reviews, with 9.6% 1–2★. Support is 29% of reviews and only 6% of those are negative, and none of the 80 support reviews read mention AI. It had only 19 low-star reviews in the last year, so read it as directional.
Yoho Mobile
Only 22 of its 267 reviews are from the last year, and they average 2.50 with 63.6% 1–2★, against 4.15 overall; its TrustScore is 3.2. Support is 35% of reviews and 27% of those are negative; none of the 94 support reviews read mention AI. The sample is small, so read it as directional.
Overall score and review volume
The 20 brands average a TrustScore of 4.2 (4.4 weighted by reviews), across 377,827 reviews. 55% of those were posted in the last 12 months. Over the year the average star rating rose from 4.35 to 4.40, and the reviews posted in the last 12 months average 4.43, so the industry is still drifting up.
| Provider | TrustScore | Total reviews | Reviews, last 12 mo | Share from last 12 mo | Avg ★ 12 months ago | Avg ★ now | Change | Avg ★ of last-12-mo reviews |
|---|---|---|---|---|---|---|---|---|
| Industry | 4.2 (4.4 wtd) | 377,827 | 207,690 | 55% | 4.35 | 4.40 | +0.04 | 4.43 |
| Holafly | 4.7 | 106,428 | 48,871 | 46% | 4.56 | 4.62 | +0.06 | 4.69 |
| MobiMatter | 4.3 | 53,539 | 21,453 | 40% | 4.25 | 4.28 | +0.03 | 4.34 |
| Ubigi | 4.1 | 45,686 | 20,579 | 45% | 4.13 | 4.14 | +0.01 | 4.14 |
| Airalo | 4.1 | 43,329 | 35,465 | 82% | 3.55 | 3.98 | +0.43 | 4.10 |
| Nomad | 4.3 | 40,829 | 23,916 | 59% | 4.39 | 4.33 | −0.07 | 4.27 |
| Saily | 4.7 | 31,412 | 20,559 | 65% | 4.58 | 4.69 | +0.11 | 4.75 |
| Roamic | 4.7 | 19,046 | 16,970 | 89% | 4.59 | 4.71 | +0.13 | 4.74 |
| Maya Mobile | 4.5 | 12,626 | 2,226 | 18% | 4.60 | 4.58 | −0.02 | 4.48 |
| GigSky | 4.3 | 6,936 | 6,570 | 95% | 3.33 | 4.26 | +0.92 | 4.32 |
| Jetpac | 4.7 | 3,426 | 1,812 | 53% | 4.75 | 4.75 | +0.00 | 4.75 |
| Simify | 4.8 | 3,296 | 2,949 | 89% | 4.74 | 4.78 | +0.04 | 4.79 |
| Yesim | 4.3 | 2,881 | 944 | 33% | 4.30 | 4.32 | +0.02 | 4.38 |
| aloSIM | 4.0 | 2,206 | 2,025 | 92% | 4.20 | 4.08 | −0.12 | 4.05 |
| eSimFLAG | 4.1 | 2,077 | 2,086 | 100% | new | 4.14 | – | 4.14 |
| Airhub | 3.9 | 1,578 | 457 | 29% | 2.75 | 3.17 | +0.42 | 4.30 |
| Global YO | 4.1 | 1,254 | 285 | 23% | 3.72 | 3.81 | +0.08 | 4.10 |
| eSIM.me | 3.5 | 369 | 67 | 18% | 3.31 | 3.40 | +0.09 | 3.84 |
| BNESIM | 4.0 | 368 | 249 | 68% | 3.68 | 3.67 | 0.00 | 3.67 |
| eSIMCard | 4.5 | 274 | 185 | 68% | 4.59 | 4.53 | −0.06 | 4.50 |
| Yoho Mobile | 3.2 | 267 | 22 | 8% | 4.29 | 4.15 | −0.15 | 2.50 |
What moved the average. Airalo made the largest real gain: 3.55 a year ago, 3.98 now, and 4.10 for its last-12-month reviews, on 35,000 new reviews. Airhub (+0.42), Roamic (+0.13), Saily (+0.11) and Holafly (+0.06) also rose. GigSky's +0.92 rests on a base of only 428 older reviews. Scores fell at aloSIM (−0.12), Nomad (−0.07), eSIMCard (−0.06) and Yoho Mobile (−0.15). Maya Mobile's average has barely moved, but its new reviews average 4.48 against 4.60 before, so its score is heading down.
Counts are Trustpilot's filtered review counts, collected Sep 26, 2026. "12 months ago" counts only reviews posted before Sep 26, 2025. The last column is the average of reviews posted since then, which shows where each score is heading. Averages come from the star counts, so they differ slightly from TrustScore, which Trustpilot weights toward recent reviews. TrustScores were read Aug 26–Sep 26, 2026. eSimFLAG has almost no reviews older than 12 months.
Distribution by stars
Three in four reviews are 5★ and 11.6% are 1–2★. Over the year the 1–2★ share fell 1.2 points, almost all of it from 1★, and only 10.5% of the last 12 months' reviews are 1–2★. The average moves with the 1★ share: each point that moves from 1★ to 5★ adds 0.04 stars.
Each cell shows the share now and, in brackets, the change in percentage points vs 12 months ago. The last column is the 1–2★ share of reviews posted in the last 12 months only.
| Vendor | 5★ | 4★ | 3★ | 2★ | 1★ | 1–2★ | 1–2★ among last-12-mo reviews |
|---|---|---|---|---|---|---|---|
| Industry | 75% (+0.6) | 9% (+0.5) | 4% (+0.1) | 3% (0.0) | 9% (−1.2) | 11.6% (−1.2) | 10.5% |
| Holafly | 84% (+1.3) | 7% (+0.5) | 2% (−0.3) | 1% (−0.2) | 6% (−1.3) | 7.4% (−1.5) | 5.5% |
| MobiMatter | 72% (+0.8) | 9% (0.0) | 4% (+0.1) | 3% (0.0) | 11% (−0.8) | 14.3% (−0.8) | 12.9% |
| Ubigi | 66% (+1.2) | 11% (−1.1) | 6% (−0.3) | 4% (+0.1) | 12% (+0.2) | 16.7% (+0.3) | 17.1% |
| Airalo | 62% (+10.2) | 12% (+0.8) | 6% (+0.3) | 5% (−0.7) | 16% (−10.6) | 20.6% (−11.3) | 17.5% |
| Nomad | 72% (−1.8) | 10% (−0.3) | 6% (+0.3) | 4% (+0.5) | 8% (+1.2) | 12.5% (+1.7) | 13.9% |
| Saily | 83% (+2.3) | 11% (+1.1) | 2% (−0.3) | 1% (−0.7) | 3% (−2.4) | 4.3% (−3.2) | 2.6% |
| Roamic | 83% (+3.9) | 12% (−0.6) | 1% (−0.4) | <1% (−0.5) | 3% (−2.5) | 3.7% (−2.9) | 3.1% |
| Maya Mobile | 81% (−0.2) | 8% (−0.4) | 3% (−0.1) | 2% (0.0) | 5% (+0.7) | 7.4% (+0.7) | 10.8% |
| GigSky | 68% (+23.8) | 12% (−0.4) | 8% (+1.3) | 5% (−4.1) | 8% (−20.5) | 13.0% (−24.6) | 11.4% |
| Jetpac | 89% (+0.5) | 5% (−0.5) | <1% (−0.2) | <1% (−0.1) | 4% (+0.2) | 4.8% (+0.1) | 4.9% |
| Simify | 87% (−1.9) | 9% (+3.3) | <1% (+0.8) | <1% (−0.2) | 2% (−2.0) | 2.9% (−2.1) | 2.5% |
| Yesim | 76% (+2.0) | 6% (−1.4) | 3% (−0.4) | 3% (−0.5) | 11% (+0.3) | 14.4% (−0.2) | 14.0% |
| aloSIM | 64% (−7.1) | 12% (+2.3) | 6% (+3.7) | 5% (+1.8) | 13% (−0.7) | 18.2% (+1.1) | 18.4% |
| eSimFLAG | 68% | 9% | 6% | 5% | 13% | 17.8% | 17.8% |
| Airhub | 44% (+10.3) | 11% (+0.8) | 4% (−0.3) | 3% (−0.5) | 39% (−10.3) | 42.0% (−10.7) | 13.6% |
| Global YO | 60% (+2.3) | 9% (−0.2) | 4% (−0.1) | 4% (+0.3) | 23% (−2.2) | 26.4% (−1.9) | 19.6% |
| eSIM.me | 53% (+2.6) | 6% (−0.4) | 2% (+0.2) | 4% (−0.5) | 34% (−1.9) | 38.3% (−2.4) | 26.9% |
| BNESIM | 60% (+0.1) | 6% (−0.8) | 3% (+0.9) | 5% (−0.1) | 27% (−0.1) | 31.4% (−0.2) | 31.3% |
| eSIMCard | 83% (−3.7) | 5% (+2.4) | 2% (+0.3) | 1% (+1.0) | 9% (0.0) | 9.6% (+1.0) | 10.3% |
| Yoho Mobile | 71% (−3.5) | 8% (−0.3) | 3% (−0.2) | 2% (+0.6) | 16% (+3.4) | 18.7% (+4.0) | 63.6% |
What moved the average.
- Airalo cut its 1–2★ share by 11.3 points (from 31.9% to 20.6%) as 35,000 mostly positive reviews arrived. It is the single largest driver of the industry's improvement.
- Saily (−3.2), Roamic (−2.9) and Holafly (−1.5) diluted their low-star tails with high-volume 5★ reviews; their new reviews run at 2.6–5.5% low-star.
- Nomad is the only large brand clearly moving the wrong way (+1.7 points; 13.9% of new reviews are 1–2★). Maya Mobile's new reviews are 10.8% low-star against 6.7% before, and aloSIM's 3★ and 2★ shares grew as 5★ fell 7 points.
- Airhub (−10.7) and GigSky (−24.6) improved sharply, GigSky from a base of only 428 older reviews.
Counts are Trustpilot's filtered review counts, collected Sep 26, 2026. "12 months ago" counts only reviews posted before Sep 26, 2025. Shares use the per-star counts, which for the largest brands add up to up to 6% more than the headline total. eSimFLAG has almost no older reviews, so no change is shown. Yoho Mobile's last-12-month figure rests on 22 reviews.
Profile of reviews: verified vs not verified
About two in three reviews (68%) carry Trustpilot's "Verified" label, meaning the company invited the reviewer after a real purchase. A high verified share inflates volume, and because the company chooses whom to invite, it also means the reviews are probably selected rather than a cross-section of customers.
| Vendor | Est. verified share of all reviews | Est. verified share of last-12-mo reviews |
|---|---|---|
| Industry | 68% | 68% |
| Holafly | 47% | 48% |
| MobiMatter | 86% | 88% |
| Ubigi | 96% | 95% |
| Airalo | 94% | 95% |
| Nomad | 93% | 95% |
| Saily | 90% | 92% |
| Roamic | 0% | 0% |
| Maya | 13% | 12% |
| Jetpac | 0% | 0% |
| Simify | 9% | 11% |
| Yesim | 16% | 10% |
| aloSIM | 50% | 77% |
| GigSky | – | 90% |
| eSimFLAG | 0% | 0% |
| Airhub | 4% | 1% |
| Global YO | 44% | 42% |
| eSIM.me | 2% | – |
| BNESIM | – | – |
| eSIMCard | – | – |
| Yoho | 8% | – |
Three profiles emerge.
- Mostly invited (Ubigi, Airalo, Nomad, Saily, GigSky, MobiMatter): 86–96% of reviews verified. Almost every review comes through the company's own invitations, so the reviews are probably selected.
- About half invited (Holafly, aloSIM, Global YO): 44–50% of all reviews verified. aloSIM's share is rising fast (77% of its last-12-month reviews).
- Little or no verification (Roamic, Jetpac, eSimFLAG at 0%; Airhub, eSIM.me, Yoho, Simify, Maya, Yesim under 20%): reviews arrive through unverified routes, so invited and organic reviews can't be told apart. Roamic collected 81% of its 20,000 reviews in the last year with none verified, so its reviews are being gathered outside Trustpilot's verified invitations.
Last 12 months vs before. Across the industry the verified share of the last 12 months' reviews (68%) is the same as for all reviews. aloSIM is the one brand that changed course: it switched invitations on during the year, and an estimated 77% of its last-12-month reviews are verified, against 50% of all its reviews.
Trustpilot's verified filter doesn't match the label. Our collection counted reviews with Trustpilot's "verified" filter, but the counts contradict the labels on individual reviews: the filter returns 17 verified reviews out of 43,329 for Airalo and 11 for Saily, where 84–98% of their collected reviews carry the Verified label. It also returns more verified reviews than total reviews for Nomad (42,857 vs 40,829). The filter is evidently measuring something else, so this section keeps the per-review labels.
Verified shares come from the reviews we collected: 7,194 1–2★ reviews and 7,421 4–5★ support-tagged reviews (Sep 25, 2026). The estimated share of all reviews weights these by each brand's star mix; 3★ is taken as the midpoint. The last-12-month column applies the same weighting to the last 12 months' reviews, using each brand's 1–2★ share for that period. Cells with too few reviews to estimate are left blank.
Customer service and AI presence in reviews
Customer service is the subject of 6.4% of all reviews, and 22% of those are negative. AI shows up in support in 1.0% of all reviews. The spread between brands is wide: support is almost invisible at MobiMatter (0.9% of reviews) but a third of Jetpac's and Yoho Mobile's, and support reviews are mostly negative at Ubigi, MobiMatter, GigSky, eSimFLAG, Global YO and BNESIM (56–71%) against 5–16% at Jetpac, Simify, eSIMCard, Maya, Holafly and Saily.
| Vendor | # of reviews | % customer-service related | % of support reviews negative | % AI mentioned (in support) |
|---|---|---|---|---|
| Industry | 377,388 | 6.4% | 22% | 1.0% |
| Holafly | 106,363 | 11% | 14% | 1.3% |
| MobiMatter | 53,493 | 0.9% | 59% | 0.1% |
| Ubigi | 45,613 | 2.9% | 60% | 0.5% |
| Airalo | 43,238 | 6.9% | 29% | 2.4% |
| Nomad | 40,768 | 3.3% | 38% | 0.6% |
| Saily | 31,385 | 4.8% | 16% | 1.2% |
| Roamic | 19,022 | 3.2% | 30% | 0.5% |
| Maya | 12,623 | 10% | 11% | 0.8% |
| Jetpac | 3,424 | 32% | 5% | 1.8% |
| Yesim | 2,880 | 10% | 22% | 0.3% |
| GigSky | 6,913 | 1.6% | 56% | 0.1% |
| eSimFLAG | 2,076 | 3.8% | 58% | 0.5% |
| aloSIM | 2,205 | 10% | 24% | 0.8% |
| Airhub | 1,576 | 29% | 52% | 2.5% |
| Simify | 3,279 | 14% | 5% | 0.6% |
| Global YO | 1,253 | 15% | 61% | 2.1% |
| eSIM.me | 369 | 21% | 50% | 0.3% |
| BNESIM | 367 | 22% | 71% | 9.0% |
| Yoho | 267 | 35% | 27% | 0% |
| eSIMCard | 274 | 29% | 6% | 0.7% |
How to read it. A high support share is not bad in itself: at Jetpac, Simify and eSIMCard it is mostly praise, and support reviews score as high as the rest. The warning sign is a high negative share, which means customers mainly write about support when it fails. BNESIM, Airhub and Global YO combine both.
"% customer-service related" is Trustpilot's customer-service topic tag, corrected by how often reading the review confirmed it was really about support (77–100% by brand). It is a floor: reading 1–2★ reviews in full found a support complaint in 27% of them (section 6). "% AI mentioned" counts reviews describing AI, a chatbot or automated replies in the company's support, found by 17 search terms and confirmed by reading each review; it is also a floor, because AI counts only when customers notice and say so. Review counts are from our Sep 25, 2026 collection and differ slightly from the profile totals in section 1.
AI presence in customer support
AI appears in 5.4% of support reviews, the best available read on how far AI has entered the support flow. It is most visible at BNESIM (18%), Airalo (10%), Ubigi (9%), Saily and eSimFLAG (8%), and barely at GigSky, eSIM.me, Simify and aloSIM (under 2%). The share has risen fast: 0.6% of support reviews in 2023, 4.7% in 2024 and 6.4% in 2026 so far.
| Vendor | Support reviews read (n) | % of support reviews mentioning AI |
|---|---|---|
| Industry | 9,883 | 5.4% |
| Holafly | 971 | 4.5% |
| MobiMatter | 458 | 3.5% |
| Ubigi | 899 | 9.2% |
| Airalo | 942 | 10% |
| Nomad | 911 | 6.1% |
| Saily | 984 | 7.6% |
| Roamic | 610 | 5.9% |
| Maya | 983 | 3.2% |
| Jetpac | 997 | 2.2% |
| Yesim | 274 | 2.2% |
| GigSky | 114 | 0.9% |
| eSimFLAG | 79 | 7.6% |
| aloSIM | 217 | 1.8% |
| Airhub | 461 | 5.4% |
| Simify | 461 | 1.5% |
| Global YO | 190 | 6.3% |
| eSIM.me | 76 | 1.3% |
| BNESIM | 82 | 18% |
| Yoho | 94 | 0% |
| eSIMCard | 80 | 0% |
Base: up to 1,000 of each brand's newest support-tagged reviews (9,883 confirmed about support). Holafly and Airalo hit Trustpilot's 400-result cap on the "AI" and "bot" searches, so their AI counts are understated.
What drives low ratings, by category
Low ratings are the most reliable signal in the data: they are hard to inflate, and each one says what went wrong. Across 8,300 1–2★ reviews from the last 12 months, the product failing on the trip is the main driver. Connectivity is the main complaint in 48% and part of the complaint in 56%; activation is the main complaint in 18%. Customer service is part of the complaint in 27% but the main complaint in only 11%: it amplifies a product failure (57% of support complaints sit on one) rather than causing the review.
"Main complaint" is the single thing the reviewer is most upset about and adds up to 100%. "Part of the complaint" counts every category a review raises, so it adds up to more than 100% (1.6 per classified review; 45% raise two or more).
| Category | What it means | Example from a 1–2★ review | Main complaint | Part of the complaint |
|---|---|---|---|---|
| Connectivity, coverage and speed | The eSIM installed and connected but then failed: drops mid-trip, no signal outside cities, stuck on 3G, too slow to use | "We purchased 2 eSIMs for Tanzania and both didn't work 90% of the time, either in mainland or Zanzibar." (Airalo) | 48% | 56% |
| Activation / never worked | The eSIM never got going: QR won't install, installed but no data, code never arrived, phone incompatible or locked | "On my last purchase I couldn't activate the esim. The support staff couldn't help me either." (Nomad) | 18% | 26% |
| Customer service | A complaint about dealing with support: slow, unhelpful, unreachable, refused help (details in section 7) | "The customer service is emails so please do this in advance as the replies are so slow and unhelpful." (Maya Mobile) | 11% | 27% |
| Plan terms and data usage | The plan behaved differently from what the buyer expected: "unlimited" throttled, data drained fast, plan expired early, line blocked for "misuse" | "The unlimited data cap at 1.5GB, this wasnt mentioned clearly during purchase." (aloSIM) | 8% | 14% |
| Refunds and money lost | Money the customer lost or couldn't recover: refund refused or partial, store credit only, double charges, auto-renewals, home-carrier roaming bills | "I am charged a new data package without my approval and have not been able to reach a live agent for days." (BNESIM) | 7% | 20% |
| Website, app and account | Problems with the buying or managing tools: app errors, login or payment failures, top-ups not applied, promo codes rejected | "I topped up the plan and the data stopped working completely." (Nomad) | 2% | 4.4% |
| Price and value | Too expensive for what was delivered, or dearer than a local SIM | "It is 3 times more expensive than the local lines in Saudi Arabia, where I last visited." (Yesim) | 1% | 3.2% |
| Unclassified or off-topic | Too short or generic to classify ("terrible service"), or a complaint that fits none of the categories | – | 5% | 4.6% |
By vendor. Shares are normalized so each row adds up to 100%: every category a low-star review raises counts once, divided by all categories raised in that vendor's low-star reviews. Darker green marks a larger share.
| Vendor | Low-star reviews read (n) | Connectivity, coverage and speed | Activation / never worked | Customer service | Plan terms and data usage | Refunds and money lost | Website, app and account | Price and value | Other | Total |
|---|---|---|---|---|---|---|---|---|---|---|
| Industry | 8,300 | 38% | 18% | 17% | 9% | 13% | 3% | 2% | 0% | 100% |
| Holafly | 998 | 30% | 13% | 31% | 7% | 15% | 1% | 3% | 0% | 100% |
| MobiMatter | 998 | 46% | 19% | 8% | 9% | 13% | 3% | 2% | 0% | 100% |
| Ubigi | 1,000 | 42% | 17% | 15% | 9% | 12% | 3% | 2% | 0% | 100% |
| Airalo | 994 | 34% | 22% | 14% | 9% | 15% | 4% | 2% | 0% | 100% |
| Nomad | 991 | 43% | 16% | 14% | 12% | 10% | 2% | 3% | 0% | 100% |
| Saily | 528 | 27% | 13% | 27% | 8% | 20% | 3% | 2% | 0% | 100% |
| Roamic | 519 | 27% | 14% | 29% | 15% | 13% | 1% | 1% | 0% | 100% |
| Maya Mobile | 240 | 29% | 13% | 26% | 10% | 16% | 2% | 3% | 1% | 100% |
| GigSky | 747 | 57% | 12% | 9% | 10% | 8% | 2% | 2% | 0% | 100% |
| Jetpac | 88 | 27% | 12% | 33% | 11% | 10% | 6% | 1% | 0% | 100% |
| Simify | 75 | 28% | 21% | 22% | 12% | 13% | 1% | 1% | 2% | 100% |
| Yesim | 132 | 27% | 12% | 26% | 16% | 14% | 2% | 3% | 0% | 100% |
| aloSIM | 373 | 31% | 25% | 15% | 11% | 10% | 5% | 3% | 0% | 100% |
| eSimFLAG | 371 | 36% | 18% | 21% | 9% | 12% | 2% | 2% | 0% | 100% |
| Airhub | 62 | 23% | 12% | 33% | 7% | 23% | 1% | 1% | 0% | 100% |
| Global YO | 55 | 21% | 17% | 27% | 6% | 22% | 6% | 1% | 0% | 100% |
| eSIM.me | 18 | 3% | 14% | 43% | 5% | 16% | 14% | 5% | 0% | 100% |
| BNESIM | 78 | 15% | 18% | 38% | 6% | 20% | 2% | 1% | 0% | 100% |
| eSIMCard | 19 | 23% | 21% | 26% | 0% | 15% | 6% | 6% | 3% | 100% |
| Yoho Mobile | 14 | 7% | 29% | 32% | 11% | 7% | 14% | 0% | 0% | 100% |
What stands out. Connectivity dominates at GigSky (57%), MobiMatter (46%), Nomad (43%) and Ubigi (42%). Activation is highest at aloSIM (25%) and Airalo (22%). Customer service makes up the most at BNESIM (38%), Jetpac and Airhub (33%), Holafly (31%) and Roamic (29%), and the least at MobiMatter (8%) and GigSky (9%). Money lost stands out at Airhub (23%), Global YO (22%), Saily and BNESIM (20%); plan terms at Yesim (16%) and Roamic (15%).
Model labels on 8,300 1–2★ reviews posted Sep 26, 2025–Sep 26, 2026, collected Sep 26, 2026: up to 1,000 per brand, drawn evenly across the 12 months and split between 1★ and 2★ in proportion to their counts; brands with fewer low-star reviews are covered in full. Where Trustpilot stopped serving older pages, the 1★ sample reaches back only to October 2025 (Holafly, MobiMatter), November 2025 (Nomad), January 2026 (Ubigi) or June 2026 (Airalo). Industry values weight each brand by its low-star volume in the window. A review raises 1.6 categories on average (1.3 at MobiMatter to 2.3 at Airhub), which the normalization spreads across the row; reviews too vague to classify raise none and are left out. Each row is rounded so it totals exactly 100%. Brands with under 100 low-star reviews in the window (Jetpac, Simify, BNESIM, Airhub, Global YO, eSIMCard, eSIM.me, Yoho Mobile) are directional.
Customer-service complaints, by sub-category
Support fails on reach and resolution, not manners. Of every 100 support failures described in low-star reviews, 29 are support that engaged but couldn't fix the problem and 28 are slow or missing replies. Refund refusals account for 14. Rudeness is only 3.
"Main failure" is the one support failure that bothered the reviewer most and adds up to 100%. "Involved" is the share of complaints that cite each sub-category; a complaint can cite several, so it adds up to more than 100% (1.5 per complaint).
| Sub-category | What it means | Example from a 1–2★ review | Main failure | Involved |
|---|---|---|---|---|
| Slow or no reply | Hours or days to answer; tickets, emails and chats ignored; no way to reach anyone while abroad | "Tried contacting the company over and over via email and on WhatsApp with no response." (eSIMCard) | 32% | 39% |
| Couldn't fix the problem | Support engaged but the problem stayed: copy-paste answers, repeated troubleshooting, replacement eSIMs that also failed | "What should have been a simple fix if someone had taken a phone call, became a multi-day exercise in frustration with no resolution." (aloSIM) | 26% | 41% |
| Refund refused | Refund refused, reduced, delayed or given as credit, or policy cited to deny help | "Never worked, endless repetitive email communication... No full refund - never again this company." (Airhub) | 15% | 20% |
| Bot wall, no human | Stuck with a chatbot or AI assistant, no path to a person | "My data stopped mid trip and there was only AI assistant that didn't solve the issue." (Holafly) | 13% | 19% |
| Blame-shifting | Support blamed the customer's phone, settings, local network or "misuse" of the line | "They said I used 1 gb in 10 min, when no internet was available and I could not even access WhatsApp." (Nomad) | 4% | 8.5% |
| Wrong pre-sale information | Sales or support said it would work (destination, device, plan feature) and it didn't | "In the description page and on WhatsApp they confirm I have Turkey coverage, when I activated the esim I discovered it is not active." (Roamic) | 4% | 6.2% |
| Rude, dismissive or dishonest | Uncaring or unprofessional tone; agents accused of lying | "The app does not work most of the time. The help desk is arrogant." (aloSIM) | 2% | 4.2% |
| Ticket closed, unresolved | Chat ended or ticket marked resolved without a fix | "If you don't answer in 10 minutes (with no signal…), they close the conversation." (eSimFLAG) | 1% | 4.1% |
| No specific failure | Support is clearly criticized, but no specific failure is described | – | 3% | 2.9% |
By vendor. The first column is the number of support complaints read. The sub-category columns are shares of all sub-categories cited and add up to 100% per vendor; darker green marks a larger share.
| Vendor | Support complaints (n) | Slow or no reply | Couldn't fix the problem | Refund refused | Bot wall, no human | Blame-shifting | Wrong pre-sale information | Rude, dismissive or dishonest | Ticket closed, unresolved | Total |
|---|---|---|---|---|---|---|---|---|---|---|
| Industry | 3,464 | 28% | 29% | 14% | 13% | 6% | 4% | 3% | 3% | 100% |
| Holafly | 861 | 23% | 30% | 13% | 16% | 6% | 5% | 3% | 4% | 100% |
| MobiMatter | 128 | 33% | 27% | 17% | 5% | 9% | 5% | 4% | 0% | 100% |
| Ubigi | 385 | 41% | 23% | 9% | 13% | 5% | 4% | 2% | 3% | 100% |
| Airalo | 541 | 26% | 32% | 13% | 18% | 4% | 2% | 3% | 2% | 100% |
| Nomad | 351 | 26% | 28% | 19% | 7% | 8% | 4% | 5% | 3% | 100% |
| Saily | 260 | 11% | 33% | 26% | 13% | 7% | 5% | 4% | 1% | 100% |
| Roamic | 266 | 31% | 24% | 12% | 12% | 11% | 5% | 2% | 3% | 100% |
| Maya Mobile | 102 | 43% | 25% | 14% | 5% | 4% | 5% | 3% | 1% | 100% |
| GigSky | 79 | 36% | 39% | 9% | 6% | 5% | 2% | 2% | 1% | 100% |
| Jetpac | 58 | 30% | 30% | 10% | 1% | 13% | 8% | 1% | 7% | 100% |
| Simify | 23 | 52% | 31% | 0% | 7% | 4% | 3% | 0% | 3% | 100% |
| Yesim | 59 | 24% | 31% | 15% | 4% | 17% | 8% | 1% | 0% | 100% |
| aloSIM | 70 | 34% | 42% | 2% | 7% | 1% | 6% | 3% | 5% | 100% |
| eSimFLAG | 120 | 34% | 26% | 10% | 9% | 4% | 8% | 5% | 4% | 100% |
| Airhub | 42 | 25% | 34% | 24% | 0% | 9% | 4% | 3% | 1% | 100% |
| Global YO | 28 | 30% | 20% | 25% | 10% | 3% | 0% | 0% | 12% | 100% |
| eSIM.me | 14 | 57% | 19% | 6% | 6% | 0% | 6% | 0% | 6% | 100% |
| BNESIM | 60 | 30% | 22% | 13% | 25% | 3% | 5% | 1% | 1% | 100% |
| eSIMCard | 8 | 45% | 33% | 11% | 0% | 11% | 0% | 0% | 0% | 100% |
| Yoho Mobile | 9 | 46% | 38% | 8% | 0% | 0% | 8% | 0% | 0% | 100% |
Three failure modes.
- Unreachable: slow or missing replies lead at Maya Mobile (43%), Ubigi (41%), MobiMatter (33%) and Roamic (31%).
- Reached but unresolved: "couldn't fix it" leads at aloSIM (42%), GigSky (39%), Saily (33%), Airalo (32%) and Holafly (30%).
- Refund-driven: refund refusals are a large share at Saily (26%), Airhub (24%) and Nomad (19%). Blame-shifting stands out at Yesim (17%), Jetpac (13%) and Roamic (11%).
Model labels on 3,464 low-star reviews from the last 12 months with a support complaint: Trustpilot's customer-service-tagged 1–2★ reviews (up to 500 per brand) confirmed as support complaints, plus those found in the section 6 sample. Industry values weight each brand by its estimated low-star support complaints in the window. Complaints that criticize support without naming a specific failure cite no sub-category and are left out. Each row is rounded so it totals exactly 100%. Brands with under 30 support complaints (Simify, Global YO, eSIM.me, eSIMCard, Yoho Mobile) are directional.
Data and method
| Data set | What it is | Used in |
|---|---|---|
| Trustpilot counts | Review counts by star for all time and the last 12 months, for all 20 brands, collected Sep 26, 2026 with Trustpilot's own filters | 1, 2 |
| Profile pages | TrustScore for each brand, read Aug 26–Sep 26, 2026 | 1 |
| Low-star reviews, last 12 months | 8,300 1–2★ reviews posted Sep 26, 2025–Sep 26, 2026 for all 20 brands (up to 1,000 each, drawn evenly across the year), plus Trustpilot's customer-service-tagged 1–2★ reviews (up to 500 each), collected Sep 26, 2026. Each labeled by a model, in every language, with every complaint category and support failure it raises | 6, 7 |
| Recent low-star reviews | 7,194 of the most recent 1–2★ reviews for all 20 brands (up to 500 each), collected Sep 25, 2026 | 3 |
| Support and AI reviews | 16,593 reviews of every star rating, collected Sep 25, 2026: up to 1,000 of each brand's newest support-tagged reviews plus every hit for 17 AI search terms, labeled by a model and checked by hand against samples | 3, 4, 5 |
Industry column. In sections 1, 2 and 3, industry values weight brands by review volume. In sections 4 and 5, they pool the reviews collected, so large brands count about as much as their sample size (up to 1,000 support reviews), not their review volume. In sections 6 and 7, they weight each brand by its low-star volume in the last 12 months.
Remaining gaps. A before/after split of complaint categories was left out: the low-star samples cover the last 12 months only, and for the largest brands Trustpilot served 1★ reviews back to between October 2025 and June 2026 rather than the full year. Trustpilot's verified filter returned counts that contradict the per-review labels (section 3), so verified shares come from the collected reviews.
Caveats. Trustpilot's topic tag undercounts support: reading each review found a support complaint in 27% of low-star reviews against 23% tagged. AI counts are floors: AI appears only when customers notice and mention it.
Sources
Trustpilot profiles: Holafly · MobiMatter · Ubigi · Airalo · Nomad · Saily · Roamic · Maya Mobile · Jetpac · Simify · Yesim · aloSIM · GigSky · eSimFLAG · Airhub · Global YO · eSIM.me · BNESIM · eSIMCard · Yoho Mobile
Earlier dated ratings: WeSeekTravel (Apr 2026), Runaway Traveller (Sep 2026), Saily blog on MobiMatter (Jan and Jun 2026).
eSIM support fails on reach and resolution, not manners.
Slow replies and problems support couldn't fix are more than half of all support failures. Aissist answers every contact at once, acts in your systems to fix the problem, and hands over to a person with the full conversation when it can't, in 65+ languages, over the helpdesk you already use.
Resolution rate, CSAT & cost across 6 industries — with claimed vs. verified figures.
10 wearable & smart home deployments — resolution rate, CSAT, and cost per resolution.
9 consumer fintech deployments — payments, trading, crypto — 75% median resolution rate.