Does O2 rewards loyal customers?

Hi O2 Community,

I’ve been a loyal O2 customer on the Unlimited Max plan, and come September 2025, I’ll be hitting my 4-year mark. My 24-month contract term ended a while ago, and since 2023, I’ve been receiving repeated messages urging me to extend my contract.

Here’s the thing — every time I look into it, I’m told that extending the contract doesn’t come with any change in price, benefits, or upgrade incentives. I always assumed that extending a contract would at least come with a better deal or some form of loyalty reward, but that hasn’t been the case.

Most recently, I received a text message claiming I was selected for a 'secret deal' if I extended my contract and was asked to call the hotline. I called, but the agent said there was no such deal and that the only benefit to extending was “securing” my current contract — which frankly doesn't sound like much of a benefit at all.

I’m genuinely confused — is this really how O2 rewards long-standing customers? After nearly 4 years, I expected at least some gesture of appreciation, especially when other networks offer competitive loyalty perks or upgrade incentives.

Has anyone else experienced this? Am I missing something here?

Would appreciate any insight or advice.

Thanks!