The change means that Vodafone's cheapest fibre broadband package, Vodafone Unlimited Fibre 38, is now just £25 a month (£22 if you're an existing customer) or £28 a month for 76Mbps. While line rental charges are definitely going away, subscribers will still be expected to pay a £49 one-off installation fee.

Vodafone fully returned to the broadband market almost a year ago to the day. It's allowed the provider to compete with its quad-play rivals -- including TalkTalk, which started bundling line rental and broadband costs into one earlier this year -- but its delayed re-entry has left the company with a lot of catching up to do. Scrapping line rental will give it an edge, but it will likely only be a matter of time until the competition begins employing the same tactic.