Smart Communications, Inc., the wireless arm of Pangilinan-led PLDT, Inc., is betting on the Gen Z market with the launch of KiQ, a fully app-based mobile service that lets users build and manage their plans on their phones. 

"Filipino Gen Zs are redefining how they live, share, and stay connected. With KiQ, we’re giving them a mobile experience that puts them in full control—no wasted data, no unnecessary add-ons, just total freedom and flexibility,” Smart Chief Operating Officer Anastacio “Boy” R. Martirez said on Friday. 

Billed as the country’s first and only service of its kind, and among the first globally, KiQ offers a fully customizable digital telco experience. 

Through its Slider Interface, users can set data allocation, add calls and texts, choose plan validity, and even pick their number.

KiQ is also Smart’s first implementation of QR-less eSIM activation. Through the app, users can download and activate their eSIM directly in their phone’s settings, without the need to scan a QR code. 

To start, customers must download the KiQ app from Google Play Store or Apple App Store, buy a KiQ eSIM for P99, personalize their plan, and choose a number.

The service offers a prioritized network experience in high-traffic areas, aiming to ensure faster browsing, seamless streaming, and stable connections during peak usage times such as concerts, malls, campuses, and busy city centers.