Three Mobile has announced that its UK customers will now get free calls, texts and even data when travelling in the USA.
The new roaming deal means that customers will face no extra charges when travelling in the States, except for calls to non-UK numbers.
The deal will also apply to journeys in Macau, Sri Lanka and Indonesia.
Three's move could prove to be a ground-breaking shift for the industry, which currently imposes heavy surcharges when customers use their phones from America.
The 'Feel At Home' deal now operates in 11 destinations (including Republic of Ireland, Australia, Italy, Austria, Hong Kong, Sweden and Denmark) with more to follow.
Dave Dyson, Chief Executive of Three, said:
"We want customers to get the most out of their devices at home or abroad. High roaming charges stop people enjoying their phones while they're away and Feel At Home is the antidote to that.
"Adding the USA to the mix is great news for our customers and shows our commitment to giving them the best experience in what is a popular destination. We plan to add more countries to the mix soon."
The company added that it has now commenced rolling out its 4G network, which will be offered to existing customers at no extra charge.