Telefonica is launching an app that allows smartphone users to make calls and send messages without using up their quota of call minutes or texts.
Actions taken by "Tu Me" will instead be deducted from data allowances.
It poses a challenge to existing apps including Skype, Viber and Whatsapp.
Network operators have traditionally viewed such programs as a threat, but the owner of O2 said it would "rather keep the customer than lose them to other products and services".
Tu Me is free to download and will be promoted to members of Spanish telecom Telefonica's O2, Movistar and Vivo networks. The company has about 300 million customers across the world.
However, subscribers to other brands will also be able to use the program.
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