 Family Mobile offered UK calls for 8p per minute and UK text messages for 4p each, with a minimum initial top up of £10, making the network the cheapest pay as you go operator in the UK at time of launch – "at least 25 per cent cheaper than any other comparable prepay offer"; and as of May 2012, Family Mobile was still the cheapest pay as you go UK network.The service targeted individual users families, with extra features for the latter, allowing customers a number of SIM cards per account with shared credit shared among family members and the ability to cap each user.A free standalone SIM card or handset with their SIM card could be ordered at the Family Mobile website.