Travel eSIM Market Shifts From Price Competition to Simplicity

Saily's May 2025 launch of unlimited data plans marks the travel eSIM category's shift away from per-gigabyte pricing toward flat-rate simplicity and brand differentiation. This mirrors the domestic mobile market's own transition a decade earlier. Competitors including Holafly and Nomad already offer unlimited tiers, but NordVPN's distribution reach amplifies the trend. Real-world throttling thresholds remain unregulated and commercially opaque—a familiar tension from early US unlimited plans.