The latest annual broadband satisfaction survey from Which? has revealed significant gaps in service quality between UK internet providers. Based on feedback from over 4,000 UK broadband customers, the report ranks the country’s major ISPs by overall satisfaction, customer support, speed reliability, and value for money.
While providers like Zen Internet, Plusnet, and Utility Warehouse were rated highly for reliability, transparency, and customer support—earning “Recommended Provider” status from Which?—larger household names such as Virgin Media and NOW Broadband fell to the bottom of the rankings. These lower scores show widespread dissatisfaction with service reliability, difficulty reaching support teams, and a lack of clear communication during outages or contract changes.
Zen Internet Tops the 2025 Customer Satisfaction Rankings
Zen Internet received a customer score of 77%, the highest among all rated ISPs. Customers praised the provider for reliable speeds, excellent technical support, and a clear pricing policy. Zen is one of the few ISPs offering a contract price promise, meaning users won’t face mid-contract price rises—a policy that has gained appreciation amidst widespread industry inflation.
| Provider | Customer Score (%) | Status |
|---|---|---|
| Zen Internet | 77% | Recommended Provider |
| Plusnet | 73% | Recommended Provider |
| Utility Warehouse (UW) | 72% | Recommended Provider |
| CommunityFibre | 71% | Highly Rated |
| Hyperoptic | 69% | Highly Rated |
| NOW Broadband | 60% | Lowest Rated |
| Virgin Media | 60% | Lowest Rated |
Although Zen doesn’t operate nationwide and typically charges slightly higher monthly fees, the trade-off appears to be worthwhile for users seeking stable service and transparent billing. This year marks Zen’s continued streak as one of the most trusted providers in Which?’s independent ratings.
Plusnet and Utility Warehouse Also Rated Highly
Plusnet (customer score: 73%) retained its position as a Recommended Provider for 2025. The BT-owned brand has maintained strong satisfaction scores due to competitive pricing, UK-based support, and a simplified product offering. It has also expanded its Full Fibre plans through Openreach, now offering speeds up to 900Mbps in selected areas.
Customers praised Plusnet’s reliability and ease of setup, with several respondents noting improvements in technical support over the last year. The company has also committed to avoiding mid-contract price rises for new customers under current promotional offers.
Utility Warehouse (UW) achieved a customer score of 72%, making it the third Recommended Provider. While not as widely known, UW bundles broadband with utilities and mobile under one account, and survey participants cited ease of management and good value as key benefits.
Strong Ratings for Hyperoptic and CommunityFibre
Although not officially Recommended Providers, both Hyperoptic and CommunityFibre were highly rated by their customers:
- CommunityFibre (71%) received praise for affordable full-fibre speeds in London, with symmetrical upload/download rates, no mid-contract hikes, and month-to-month contract options.
- Hyperoptic (69%) operates its own full-fibre network and was positively reviewed for ultrafast speeds, particularly in high-density flats and business spaces.
Both companies continue to expand rapidly in urban areas and were among the few ISPs to maintain strong ratings across both speed and value categories.
Virgin Media and NOW Broadband Fall to the Bottom
At the other end of the table, Virgin Media and NOW Broadband recorded the lowest customer scores—both at 60%. Respondents frequently mentioned issues with customer service, value for money, and technical support responsiveness.
For Virgin Media, complaints included:
- Difficulties in reaching support staff
- Confusing communication during contract changes
- Price increases after the first term
- Long resolution times for outages
Despite this, Virgin Media highlighted improvements in internal metrics, stating that complaints to Ofcom are at their lowest level since 2017, and that 92% of recent complaints were resolved within 24 hours. The company also pointed out that the survey sample represents a small portion of its multi-million user base.
NOW Broadband, operated by Sky, also faced criticism for poor connection reliability and limited access to live support. While NOW remains one of the cheaper ADSL and fibre options, its value rating dropped due to inconsistent service quality and unclear contract terms, according to the survey.
Survey Methodology and Evaluation Criteria
The Which? survey collected responses between December 2024 and January 2025, covering the experiences of 4,347 UK adults. ISPs with fewer than 50 responses were excluded from rankings.
Respondents were asked to rate their provider on:
- Connection speed and reliability
- Value for money
- Customer service
- Technical support
- Ease of setup and switching
- Clarity of communication
Scores were calculated based on overall satisfaction and the likelihood of recommending the provider.
Mid-Contract Price Rises Remain a Major Concern
One of the strongest themes from this year’s results was growing frustration with mid-contract price increases. Providers including BT, EE, Virgin Media, and TalkTalk have faced criticism for applying CPI-linked rises (plus additional percentage points), with customers often receiving minimal notice.
In contrast, companies like Zen, CommunityFibre, Hyperoptic, and Plusnet (under new deals) have publicly committed to fixed pricing during contract terms—a factor that played a key role in higher satisfaction scores.
Ofcom Complaints Data Mirrors Survey Results
Ofcom’s latest quarterly complaints data, released in February 2025, aligns with the findings of the Which? survey:
- Virgin Media had the highest volume of broadband-related complaints per 100,000 users.
- Plusnet, EE, and Sky had fewer complaints than the market average.
- Zen Internet and Hyperoptic were not included in Ofcom data due to their smaller scale, but are often independently rated highly in third-party reviews.
Conclusion
This year’s broadband satisfaction rankings underscore a growing divide in UK broadband: between providers focused on transparent pricing and service reliability, and those struggling with customer dissatisfaction and contract confusion.
For users considering switching, the key takeaway is clear—don’t just choose the cheapest plan. Look at customer satisfaction scores, contract terms, and the provider’s reputation for handling issues promptly.
With network upgrades, IPv6 rollout, and full fibre expansion continuing across the UK, service quality will become just as important as speed in 2025. Providers like Zen, Plusnet, and CommunityFibre are setting the standard in this space.