LG Uplus launches 'Al. Club' rewards program for budget mobile customers

LG Uplus is launching a rewards program called "Al. Club" exclusively for its budget mobile customers.

The company said Wednesday it will introduce Al. Club, a dedicated benefits program for customers who activated a mobile virtual network operator, or MVNO, plan through its "Al." platform. The program is designed to extend perks that were previously focused on new subscribers to existing customers as well.

LG Uplus said Al. Club — which it described as an industry first — will serve as a channel for ongoing communication with customers after sign-up, with the goal of building long-term relationships. The company also plans to roll out differentiated promotions aimed at its existing customer base.

According to LG Uplus, customer expectations in the MVNO market have shifted beyond simply cutting phone bills, expanding toward a broader range of lifestyle benefits and distinctive user experiences. The company said it developed Al. Club in response to those demands, so that budget mobile customers can enjoy everyday perks.

Al. Club consists of two tiers: "Basic Club," open to any customer who activated a plan through Al., and "Special Club," reserved for those who have used an Al. plan for 12 months or more. New benefits will be offered every Wednesday. LG Uplus said the program was designed so customers can continuously feel the value of their membership, going beyond one-time sign-up events.

Basic Club members will receive benefits in dining, culture, subscription services and everyday lifestyle categories. Special Club members will have access to additional perks and first-come, first-served entry draws.

LG Uplus said it structured the benefits around brands that customers use frequently in daily life. Basic Club members can receive discount coupons for BHC Chicken, a 20 percent discount coupon for Wavve and a 10 percent discount on Lotte Rent-a-Car, among other perks. Subscription discounts for Tving and Disney+, as well as discount coupons for E-mart24 convenience stores, are also included.

Special Club is open to Al. members who have used an LG Uplus network MVNO plan for at least 12 months. Those customers will be eligible for first-come, first-served draws for Daiso Ridleshot and PDRN essence products, which have become known as frequently sold-out items. Additional benefits include a Google AI subscription discount, BHC discount coupons and CGV combo discount vouchers.

LG Uplus said it aims to develop Al. into a "relationship platform" that delivers real value to customers' daily lives beyond simply reducing phone bills. The company plans to expand partnerships with brands that customers favor, continuously refine its benefits lineup to strengthen the customer experience, and eventually extend Al. Club eligibility to all customers using LG Uplus network MVNO plans.

Meanwhile, LG Uplus said cumulative membership for Al. has surpassed 600,000. Al. is a service that lets users compare more than 1,000 MVNO plans and complete self-activation. Its key feature is that it handles the entire MVNO experience — from sign-up to ongoing use and account management — within a single platform.

"Al. Club is a program we created not just to offer benefits, but to keep communicating with customers after they join and to expand their overall experience," said Park Dae-yong, head of LG Uplus's MVNO business division. "Going forward, we will work with MVNO operators to grow the customer benefits ecosystem and use Al. to provide a wide range of perks and services that smaller MVNO operators would find difficult to offer on their own."