The federal government has served Canada's top three cellphone providers notice, reduce rates by 25 percent or possibly face some new competition.
Bell, Telus and Rogers have been ordered to cut the price of some plans by 2022.
Industry Minister Navdeep Bains says if they do not comply Ottawa may start allowing cheaper mobile network operators into the wireless market.
According to government figures the rate cut will save the average family over $700 a year.