According to market research agency GfK, Mix & Match 300 has consistently been the UK’s most popular contract tariff under £35 – in terms of volume sold – since it launched on October 1 2007.

It probably helps that it's only £15 a month, which gives customers 300 anytime minutes or texts.

3 said its own research shows the most popular handsets are proving to be the must-have Nokia N95, and the recently launched purple Sony Ericsson K770i, which is exclusive to 3.

“Mobile phone users in the UK have been stuck with rigid handset and minute bundles for too long," said John Penberthy-Smith, marketing director of 3 UK.

"3’s Mix & Match price plans give control and choice back to the customer.”

Penberthy-Smith said Mix & Match is designed to be completely flexible: with one minute equivalent to one text, there are six options, from £12 a month for 100 minutes and texts, plus 300 minutes of free 3-to-3 mobile calls, to £27 for 1,100 minutes and texts per month.

The price plan is then matched to the user’s choice of up to 20 handsets, including the Nokia 6120 or the touch-screen LG Viewty.

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The Nokia N95 is the most popular phone on 3's Mix & Match tariff