In order to provide coverage parity with other networks in the UK, Three initially maintained a national roaming agreement with an established 2G network operator. Three has been the main shirt sponsor of Premier League club Chelsea since the 2020–21 season. He was replaced by Three Ireland's CEO, Robert Finnegan, who now manages both companies. In early 2020, CEO of Three UK, Dave Dyson, resigned after 9 years at the helm. Three, which has nine million customers, said it believed around 400 phones had been stolen. Fraudsters were understood to have used authorised login information to order upgraded phones, including iPhone and Samsung handsets, to be sent to customers before intercepting them. The company said that while names and addresses were accessed, some financial information might be compromised. In November 2016, three men were arrested after a data breach at the Three mobile network allowed fraudsters to access personal data and steal phones.
On, EU commission blocked the purchase of O2 on the grounds that it would affect competition in the UK market. On 24 March 2015, Three's parent company Hutchison Whampoa announced it would acquire the UK operations of O2 for £10.25 billion, subject to regulatory approval. Three customers can also access the Virgin Wi-Fi network implemented at over 130 London Underground stations. In July 2014, Three introduced the '3 inTouch' app, allowing customers to place calls through a Wi-Fi connection. In 2010, Three became the fourth network in the UK to launch the iPhone 4 after O2, Orange and Vodafone. Users were paid once they had accrued £10. The user who created the videos would get paid 10% of the amount of money paid by other users to watch the video. Users would make a small micropayment (the price decided by the video's creator) to watch these videos. Three launched SeeMeTV, allowing its customers to submit their own video content that other subscribers could watch. In 2005, three expanded, and stores opened in larger shopping centres throughout the UK On 24 October 2006, Three announced that it had purchased 95 high street shops from O2 and The Link. Three also sold handsets, devices and contracts through independent and online retailers at the time. Three's first retail stores (3Store) opened at the same time as the network launched, on Oxford Street and Kensington High Street, both in London, and at the Birmingham Mailbox. A Three UK store in Royal Tunbridge Wells, England