The online SIM-only offer called giffgaff will aim to capitalise on the trend towards online content creation. The company says the more a customer gets involved, the more they will be rewarded with cheaper calls and texts.
For instance, members will be rewarded for referring the service to a friend or relative, creating user-generated marketing, or voting on business decisions.
By doing this members will be able to get up to 100% of top-ups back. They will have a choice of what to do with their rebate, using it for mobile calls and texts, receiving cash, or donating it to their preferred charity or fundraising group.
The service will be run as an independent company, with virtual network operator giffgaff delivering the service using the network of parent company, O2.
It will be headed by chief executive, Mike Fairman, who has moved on from his role of O2 head of new product development.
Kylie Evans has been appointed marketing director and was most recently head of channels marketing at ITV.
It will launch later this year, with marketing to be led by ad agency Albion and media strategy by ZenithOptimedia.