Principles governing our customer relations at Telefónica

For Telefónica, customers are the heart that keeps any organization alive. In January 2026, the company published an update to its “Customer Promise”, a compendium of ethical guidelines dating back to 2018 that was underpinned by integrity, transparency and simplicity. Evolving user expectations, new regulatory frameworks, and pressure from investors and analysts made it necessary to review those commitments. The new version of the Principles governing our customer relations is based on two key elements: the corporate mission to offer the best digital experience through connectivity and advanced services adapted to the needs of each customer.

In this context, the relationship with customers becomes a strategic axis to strengthen customer service, improve the customer experience and guarantee data privacy in an increasingly digital environment. In addition to its own mission, Telefónica is inspired by international consumer protection and due diligence guidelines. These include the United Nations Guidelines for Consumer Protection, the International Labour Organization’s Declaration on Fundamental Principles and Rights at Work, the OECD Guidelines for Multinational Enterprises, and various European directives focused on due diligence, accessibility, sustainability (CSRD), and consumer empowerment. These frameworks, together with internal policies on privacy, security and responsible communication and with the Ethical Principles for Artificial Intelligence updated in 2024, are the regulatory basis of the new approach.

Mission and values: respect and gratitude

The voice of the customer – gathered through market research in all the countries where the group operates – is the starting point for materializing the new principles. Telefónica identifies two main types of customers: B2C or residential, individuals who contract and enjoy the company’s services, and B2B or companies, legal entities that establish a contract to use its services. For both groups, the goal is to build long-term relationships of trust based on two universal values: respect and gratitude.

Respect translates into listening carefully to customers’ needs, acknowledging their concerns, and treating them with dignity, while valuing their time as their most precious resource.

Gratitude implies being aware that each customer has freely chosen Telefónica among many alternatives and has decided to spend their money with the company, for which they deserve gratitude.

When these values are genuinely practiced, they create a solid foundation for building lasting relationships: trust makes customers feel safe and supported, not only in good times but also when challenges arise.

“Our ultimate goal should always be to build lasting relationships based on trust, respect and gratitude.”

Principle 1: We understand you and care about you

The first principle is based on a relationship based on active listening. Understanding the needs and expectations of users and transforming them into appropriate processes, products and services must be a priority. This approach is embodied in several operational commitments:

• Personalized attention: to provide a close and quality service that recognizes the uniqueness of each client. The care staff takes the time to learn about your preferences in order to offer tailored solutions.
• Proactive solutions: Identify services and offerings that meet your needs and detect problems before they have an impact.
• Guaranteed quality: anticipating to ensure excellence in products and services.
• Continuous improvement: listening to and valuing their opinions to improve processes, products and services.

Overall, this principle establishes that the customer experience must be shaped by the voice of the customer and not by unilateral decisions of the company; A constant dialogue is promoted that allows the organization to adapt and anticipate needs.

Principle 2: We give you what you expect

The second principle holds that meeting customer expectations is the starting point for exceeding them. The goal is to develop trusting relationships and differentiate yourself from the competition through an experience that is difficult to replicate. To this end, Telefónica encourages its products and services to take into account the following essential aspects:

• Cutting-edge technology: investing in the evolution of networks and services to offer differential connectivity.
• Network reliability: Continuously working to build a future-proof, secure, and reliable network.
• Availability of services: commit to resolving incidents in the shortest possible time and report on the status of the resolution.
• For everyone: making it easier for all people and businesses, regardless of their size or location, to access connectivity and digitalization.
• Respecting the environment: offering more sustainable and efficient digital networks and services.

Telefónica stresses that excellence in customer experience lies in offering solid and reliable technological solutions, but also in ensuring that these are inclusive and respectful of the environment.

Principle 3: We make it easy for you

The third principle addresses simplicity and agility as key elements to generate positive experiences. Understanding the customer and offering them what they expect is not enough; It is necessary to remove barriers and ensure intuitive and accessible interactions. This principle is deployed through specific commitments:

• Products and services: Design solutions that are intuitive, easy to use, and accessible to customers with different abilities.
• Service channels: enable multiple channels that allow you to be attended to at any time and place, offering a coherent experience adapted to different needs.
• Internal processes: striving to solve problems efficiently, providing quick solutions and without involving the customer in internal processes, while keeping them informed of the status of their request.
• Communications: practice clear, honest and direct communication, informing in a timely manner of any changes that may affect the customer.

This principle recognizes that simplification is a differentiating factor. An intuitive product, consistent omnichannel service, and fast internal processes free the customer from unnecessary friction and contribute to the perception of quality.

Principle 4: We look after you and protect you

The fourth principle focuses on security, privacy, and well-being. Telefónica considers that guaranteeing data protection and network security is a priority, and includes the provision of tools for the user to make responsible use of technology. Its specific commitments are:

• Your personal data: guarantee and give the customer control over their data, managing them ethically and responsibly.
• Your services and products: develop technology ethically, ensuring the privacy and security of information and maintaining the highest security standards.
• Your environment: Provide tools and knowledge that encourage safe use of technology.

In a context of increasing digitalization, this principle becomes relevant because customer trust depends to a large extent on how the company protects the information and services it offers. Telefónica not only aspires to comply with legal obligations, but also to go further through proactive and innovative measures that safeguard the user and their environment.

Towards lasting relationships based on trust

The Principles governing our customer relations at Telefónica conclude with a reminder that all interactions should be conducted with respect and gratitude for the customer’s choice. The company is committed to demonstrating that it understands and values its users, that it is able to offer them what they expect, simplify their management and protect them. The ultimate goal is to build lasting relationships based on trust, where the company is perceived not only as a service provider, but as a partner that listens, anticipates, simplifies and protects.

Data privacy and service security are essential to strengthening digital trust and ensuring that customers can use technology responsibly and securely.

This update of the Customer Promise reflects Telefónica’s ambition to place the customer at the centre of its strategy and to incorporate responsible and sustainable practices in all its operations. By aligning with international frameworks and its own codes of ethics, the company recognizes that success in the competitive telecommunications market depends on offering exceptional and secure experiences, while promoting digital inclusion and respect for the planet.

We invite you to download the following documents to learn more about it: