Celebrities are finding a new side hustle: mobile phone networks. What started as a quirky move by Ryan Reynolds has turned into a growing trend that now includes former US president Donald Trump and several other high-profile names.

Reynolds was one of the first to prove it could work. Back in 2019, he bought an estimated 25% stake in Mint Mobile, a budget carrier that rents capacity from major US telecoms. By positioning himself as the face of the brand and weaving it into his playful public persona, Reynolds turned the network into a household name. The gamble paid off handsomely when T-Mobile acquired Mint in 2023 for $1.35 billion, reportedly netting Reynolds around $300 million.

That success story hasn’t gone unnoticed. According to a recent Business Insider report, a wave of celebrity and brand-backed mobile networks is now entering the market, hoping to repeat the formula.

Donald Trump is among the most notable names. In June, the Trump Organization announced Trump Mobile, offering a $47.45 monthly plan with unlimited talk, text, and data, plus international calls to 100 countries. The brand is also selling a gold-coloured phone for $499, leaning into the Trump family’s familiar marketing style of boldness and exclusivity.

Also in June, the podcast hosts and actors Will Arnett, Jason Bateman, and Sean Hayes launched SmartLess Mobile, named after their hit show SmartLess. Their approach is different: targeting consumers who don’t use as much data as unlimited plans provide. Prices start at $15 a month, pitched as a fairer deal for the half of Americans who typically consume 10 gigabytes or less.

It’s not just celebrities jumping in. Klarna, the Swedish “buy now, pay later” company, is also preparing to launch its own $40-a-month network as part of a broader move to expand financial services.

These ventures all use a model known as mobile virtual network operators (MVNOs), which don’t own infrastructure like cell towers but instead lease capacity from major carriers such as AT&T, Verizon, and T-Mobile. For stars and brands, it’s a relatively low-risk way to create a consumer product linked to their fan base.

Whether the celebrity phone plan boom lasts remains to be seen. The telecoms market is tough, with high marketing costs and customers often reluctant to switch providers. Still, if Ryan Reynolds proved anything, it’s that fame, humour, and savvy branding can turn even a phone plan into a billion-dollar business.