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ItsOn Gets $12.5 Million to Bring Its Custom Cell Plans to More Places

The startup's CEO says the new money will help it bring its service more quickly to more carriers. So far, uptake has been limited.

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ItsOn, which allows cell service providers to offer more custom plans, has raised an additional $12.5 million to offer its services in more places.

The startup aims to change how cell service is offered and billed by allowing customers to change their plans on the fly, as well as by adding more granular options, like unlimited Facebook or 24 hours’ worth of streaming video.

ItsOn currently powers service only via a small offshoot of Sprint’s Virgin Mobile brand sold at Walmart, but it has deals in the works with carriers.

The new money will allow it to add more carriers sooner, CEO Greg Raleigh said in an interview. Raleigh said the company has deals to launch with carriers in South America, the Middle East and Africa, but said none of the partnerships is likely to be made public soon.

“We’re over capacity with respect to the number of operators we can service simultaneously,” Raleigh said. “We just simply need more capital.”

The latest round was led by Delta Partners Capital Limited, with existing investors including Verizon Ventures, Andreessen Horowitz and Tenaya Capital also taking part. The company raised $12.5 million in a round last year as well.

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