August 11, 2026
On 40 destinations, our biggest plan is the worst value we sell
We checked every plan in our own catalogue against itself. On 40 destinations the 20 GB plan costs more per gigabyte than the 10 GB one, at the same validity. Here is why, and how to spot it.
Buying the biggest plan is a reasonable habit. Bigger is usually cheaper per unit — that is how nearly everything else is priced.
It is not reliably true here. We checked all 1,113 plans in our catalogue against each other, and on 40 destinations the 20 GB plan costs more per gigabyte than the 10 GB plan does, with both valid for the same 30 days.
The clearest example
Cyprus, measured on 11 August 2026:
| Plan | Validity | Price | Per GB |
|---|---|---|---|
| 10 GB | 30 days | $12.00 | $1.20 |
| 20 GB | 30 days | $25.00 | $1.25 |
Two 10 GB plans give you the same 20 GB, over the same 30 days, for $24.00. The single 20 GB plan is $25.00.
A dollar is not the point. The point is that the instinct — buy the big one, it will work out cheaper — is wrong here, and nothing on a normal plan card tells you so. That is why there is a price-per-gigabyte column on every destination page on this site. It is not decoration. It is the column that answers the question the other columns make you do arithmetic for.
Bulgaria, Greece, Croatia, Lithuania, Iceland and Luxembourg are all priced the same way. Malta, Estonia and Latvia are not: their 20 GB plans work out at $1.10/GB against $1.20, so there the instinct is right. There is no rule. There is only the number.
Why it happens
We do not set these prices from scratch. We buy wholesale from an aggregator and apply a margin, and the aggregator buys from carriers in each country. Where a carrier’s own 20 GB wholesale rate is not proportionally better than its 10 GB rate, that inefficiency arrives on our rate card and then on our price list.
We could hide it by repricing the 20 GB plans so the ladder always slopes the right way. That would mean either losing money on some of them or raising the 10 GB price to make the 20 GB look sensible, and the second one is the more common trick. We would rather print the rate and let you see the kink.
The honest counter-argument
One eSIM is simpler than two. Two profiles means two installations, two QR codes, and remembering to switch when the first runs out — in a country where you may be relying on that connection to navigate.
For a dollar, most people should take the single 20 GB plan and the simpler life. The case for two changes when the gap is bigger, when you were going to buy 10 GB anyway and are only “rounding up” out of caution, or when your trip is short enough that you will probably never open the second one.
How to check in ten seconds
On any destination page here, the table has a Per GB column. Read down it. If it stops falling, the plan above is the better deal, and you should buy that one instead. That is the whole method.
You can apply the same test to any seller: divide the price by the gigabytes and compare the rows. If the number is not printed and cannot be worked out before payment, that is itself the answer to a different question.