In Q3, Thai telco True reported its highest service revenue since the combination with rival operator dtac, with growth both year-on-year and quarter-on-quarter
In sum – what to know
Mobile growth continues – True reported 3.1% year-on-year mobile revenue growth, excluding domestic roaming revenues, and added 1.8 million subscribers, while broadband revenue increased 1.1%.
AI scales across operations – AI coding agents support 35% of software development, more than 130 employees have become advanced AI builders, and customer-service AI agents perform work equivalent to approximately 135 full-time employees.
AI delivers commercial gains – A four-month B2B sales pilot generated 60% more opportunities and increased contract value by 42%, while True’s AI-powered customer value management initiative generated THB 590 million ($17.5 million) in incremental value.
True Corporation is combining improvements in its mobile network and customer experience with an expanding deployment of artificial intelligence across its operations, as Thailand’s largest telecom operator looks to sustain its financial recovery and generate further growth.
During its Q3 2026 earnings call, the group’s chief executive officer Khun Sigve said that True reported mobile revenue growth of 3.1% year-on-year, excluding domestic roaming revenues, and added 1.8 million subscribers. The executive said growth was coming from a larger customer base and not only from market rationalization.
The operator’s broadband business also recorded growth, with revenue increasing 1.1% year-on-year and 125,000 new subscribers. Overall, True reported its highest service revenue since the combination with rival operator dtac, with growth both year-on-year and quarter-on-quarter.
True Corporation was formed through the amalgamation of True Corporation and Total Access Communication (dtac), two of Thailand’s major telecom operators. The companies notified Thailand’s National Broadcasting and Telecommunications Commission (NBTC) of the proposed merger in January 2022, and their shareholders approved the transaction in April of that year. The NBTC acknowledged the amalgamation in October 2022, subject to conditions.
The amalgamation of the two carriers was completed on March 1, 2023, under the name True Corporation. The combination brought their mobile, broadband and other telecommunications operations under one corporate structure.
AI moves into everyday operations
Sigve described AI as a business reinvention rather than a technology program, saying the company was moving from experimentation toward execution across its operations.
In the year since starting its AI journey, True has upskilled 50% of its employees in AI fundamentals and developed more than 130 advanced AI builders. AI coding agents now support 35% of the company’s software development, while AI agents in customer service perform work equivalent to approximately 135 full-time employees.
True is also applying AI to simplify its business. Since launching its simplification program in the first quarter, the company has reduced its product portfolio by 70%. Its ambition is to reach a 90% reduction, while also targeting a 65% simplification of its end-to-end business processes.
The company is applying AI to its B2B sales operations as well. A four-month pilot to reinvent its sales processes generated 60% more sales opportunities, improved the win rate by 7.1 percentage points and increased contract value by 42%. True plans to extend the approach across its B2B business.
AI personalization delivers incremental value
Customer value management is another major area of AI deployment. True is working with McKinsey’s QuantumBlack on a three-year partnership that uses a gainshare model, with the partner rewarded only when measurable value is generated.
The initiative uses customer, network, and transaction data in an AI-powered personalization engine to determine the next best action and offer for each customer across channels. The program began with postpaid customers and has since expanded to online and prepaid.
AI is also playing a role in True’s digital customer experience. Monthly active users of the True App increased 24%, while app transactions rose 33%. The company’s Mari AI assistant can now resolve 98% of customer conversations or questions submitted through the app, according to Sigve.
As more customers use digital channels, call-center traffic has declined 17% year-on-year. The executive said the shift was reducing costs associated with physical interactions while also improving customer satisfaction.
Despite the progress, the Asian carrier acknowledged that its B2B and pay-TV businesses remained softer. Sigve said the company was actively addressing both areas and expected them to turn positive in the coming quarters.
He said True remained on track to meet its financial performance commitments for the rest of 2026 and its existing midterm targets.
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