Smart Q4 2025 Revenue Growth Fueled by 5G and Higher ARPU

Smart closes 2025 on a high note as rising ARPU and accelerating 5G adoption power a fourth-quarter comeback.

• Stronger Finish: Smart posted a 5 percent quarter-on-quarter revenue growth in Q4 2025, reversing earlier softness and signaling renewed momentum in its wireless business.
• 5G Acceleration: With 11.2 million 5G-latched devices and an 88 percent surge in 5G data traffic, expanding device accessibility is clearly driving usage.
• Customer Value Push: Higher ARPU across Smart Prepaid and TNT reflects the impact of personalized digital offers and sustained network investments.

There is something reassuring about a comeback story, especially when it comes from one of the country’s biggest telecom players. Smart Communications, Inc. closed 2025 on firmer ground, posting a 5 percent quarter-on-quarter revenue growth in the fourth quarter, a welcome reversal after softer results earlier in the year.

The turnaround did not happen overnight. In the first quarter of 2025, Smart experienced a 2 percent revenue decline, prompting a sharper focus on value-led growth. Instead of chasing sheer subscriber volume, the company leaned into targeted customer initiatives and sustained network investments, strengthening the foundations of its wireless business.

ARPU Growth Signals Healthier Engagement

One of the clearest signs of recovery came from Average Revenue Per User or ARPU. The fourth quarter saw higher ARPU across key brands, suggesting that customers were not only staying but also spending more on data and digital services.

Smart Prepaid recorded a 5 percent sequential ARPU increase during the period. Meanwhile, TNT, its mass-market brand, posted a 3 percent uplift. These gains were attributed to personalized digital offers designed to boost customer engagement and deliver more relevant promos to subscribers.

Rather than relying solely on aggressive pricing, Smart’s approach centered on tailoring offers to usage behavior. This shift reflects a broader industry reality where understanding customer data and delivering contextual value can make a significant difference in performance.

Subscriber Momentum Picks Up

Revenue growth was complemented by stronger subscriber momentum. Smart recorded 606,079 net additions in the fourth quarter, a solid boost that helped cap off the year on a positive note.

Equally important was churn management. The company maintained churn at 2.5 percent by end-2025, underscoring its ability to retain customers even in a highly competitive market. In an environment where switching networks is easier than ever, keeping churn low is as critical as acquiring new users.

Together, healthier ARPU and improved subscriber metrics paint a picture of a wireless business regaining its rhythm.

5G Adoption Powers Data Surge

If there is one force shaping Smart’s growth trajectory, it is 5G. By the end of 2025, the network supported 11.2 million 5G-latched devices, marking a 35 percent increase year-on-year. That expansion translated into an 88 percent surge in 5G data traffic, a clear indicator that users are maximizing faster speeds and lower latency.

The rise in adoption was helped by the growing availability of more affordable 5G smartphones. As entry-level and midrange devices increasingly support next-generation connectivity, more Filipinos are able to experience faster downloads, smoother video calls, and more responsive mobile gaming.

Beyond smartphones, Fixed Wireless Access also gained traction. Revenues from this segment grew 22 percent to PHP 1,800,000,000 for the full year. The uptick reflects rising demand for affordable 5G wireless routers, particularly in areas where fiber connectivity remains limited or where households seek flexible broadband options.

Network investments remained central to Smart’s strategy. These efforts earned the company the Best Mobile Latency recognition from Ookla, based on data from the first half of 2025.

Low latency may sound technical, but for everyday users, it translates into tangible benefits. Livestreaming feels smoother. Mobile games respond more instantly. Video calls become clearer and more stable. Even mobile payments process more seamlessly. Recognition from a global network intelligence leader reinforces Smart’s narrative that infrastructure spending is paying off.

For a digital-first generation that expects always-on connectivity, consistent performance is not a luxury but a necessity.

Leadership Perspective

Company leadership underscored that the fourth-quarter rebound reflects both strategic discipline and long-term commitment to quality.

Lloyd R. Manaloto, FVP and co-officer-in-charge of Smart, said, “Our 2025 results reflect solid progress in strengthening customer value while sustaining investments in network quality. We exited the year with improving momentum, positioning Smart for more sustainable growth moving forward."

His statement captures the balancing act Smart aims to maintain: delivering immediate value to subscribers while continuing to invest in infrastructure that ensures future competitiveness.

Meanwhile, the scaling of 5G remains central to the company’s roadmap.

Marjorie C. Garrovillo, FVP and co-officer-in-charge of Smart, added, “As 5G adoption continues to scale, our focus remains on delivering reliable, high-quality connectivity for Filipinos while supporting the country’s growing digital economy.”

Her remarks highlight the broader ambition beyond quarterly figures. Connectivity today fuels everything from content creation and e-commerce to remote work and online education. As 5G penetration deepens, it opens new avenues for data demand and digital innovation.

Outlook for 2026

Building on its fourth-quarter momentum, Smart remains optimistic about its growth outlook for 2026. Continued network investments and expanding digital services are expected to reinforce the gains achieved at the close of 2025.

For consumers, this likely means more personalized offers, wider 5G coverage, and a richer portfolio of digital experiences. For the industry, Smart’s rebound signals that disciplined execution and infrastructure focus can still deliver meaningful growth even in a saturated market.

As the Philippine telco space evolves, the race is no longer just about coverage maps or headline speeds. It is about delivering consistent, high-quality connectivity that fits seamlessly into daily life. Smart’s Q4 performance suggests it understands that shift and is determined to build on it.

If the closing chapter of 2025 is any indication, 2026 could be a year where 5G moves from buzzword to everyday backbone for millions of Filipinos.