Shares price of Idea Cellular, Bharti Airtel and Reliance Communications fell 4-13 percent intraday on Friday, after Reliance Jio launched its first-ever postpaid plan.

In a press release, the Reliance Industries-owned telecom provider said that the ‘Zero-Touch’ feature will be available for subscription from May 15.

The company claimed it has strengthened its service offerings to meet postpaid subscribers' needs by introducing the ‘Zero-Touch’ postpaid.

The offer implies that all postpaid services such as voice calling, internet, short message service (SMS), and international calling will be pre-activated for customers.

In addition to these plans, Jio announced its international calling facility and international roaming tariffs.

JioPostpaid boasts of an unlimited plan that supports the auto-pay facility where customers can pay monthly bills without pressing any button along with e-bill facility.

The network provider said users can avail an unlimited postpaid plan for Rs 199 per month, which includes 25 GB data, unlimited voice calling and SMS, subscription to Jio apps and international calling at 50 paise per minute.

Users will also avail international roaming for Rs 2 per minute for voice calling, Rs 2/MB for data and Rs 2/SMS.

JioPostpaid users can avail unlimited services on international roaming at prices starting Rs 575 a day, which includes unlimited voice calling, SMS, as well as data benefits.

At 13:12 IST, Idea Cellular was trading at Rs 51.55, down 11.65 percent, after having touched a 52-week low of Rs 51.

Bharti Airtel was trading at Rs 385.50 on BSE, down 6.49 percent, while Reliance Communications was trading at Rs 13.50, down 3.23 percent.

Meanwhile, shares of Reliance Industries, Jio's parent company, were trading at Rs 986.80, up 0.62 percent.

Disclosure: Reliance Industries Ltd is the sole beneficiary of Independent Media Trust which controls Network18 Media & Investments Ltd.