Smart Cellular have a Customer Happiness Grade of B-.  Customers  love their prices, delivery and customer service but are unhappy with their returns process and refunds.
        
    
            
                     
            
                
                
                
        
            
                “
            
            Ordered a 'pristine' iPhone 11 as a gift and was pleasantly suprised that it came in an Apple box (not the original box).
This looked as good as a new one, but at a far cheaper price combined with an extra £15 discount.
Delivery is slow and did not arrive by the date stated.
With the 18-month warranty, it is always safe buying one from Smart Cellular.            
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                         - André M Gros****
        
     
    
        
            
                “
            
            The best part was the team matched my price even after regrading which other companies offered 🔥🔥🔥            
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                         - Shi****
        
     
    
        
            
                “
            
            Great phone in excellent condition good price arrived well packaged service is very good            
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                         - Anony****
        
     
             
                    
            
                                    
                
                
                
        
            
                “
            
            Ordered a 'pristine' iPhone 11 as a gift and was pleasantly suprised that it came in an Apple box (not the original box).
This looked as good as a new one, but at a far cheaper price combined with an extra £15 discount.
Delivery is slow and did not arrive by the date stated.
With the 18-month warranty, it is always safe buying one from Smart Cellular.            
                ”
            
        
        
        
                
                         - André M Gros****
        
     
    
        
            
                “
            
            Very good condition good value for the money   good delivery time , I can highly recommend Smart Cellular            
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                         - Anony****
        
     
    
        
            
                “
            
            They upgraded my choice as i didn’t mind what colour I had. Bonus. Nothing else to pay.  
Everything perfect. Very happy and switch from old phone incredibly easy. 
Kept me informed about delivery. 
Highly recommend.            
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                         - Anony****
        
     
             
        
        
                                
                
                
                
        
            
                “
            
            I sent two phones into sell, the price I was quoted was not met, and was offered a stupid price, I have asked for my phones to be returned numerous times and I’m still battling for them to be returned. I would not use this company or recommend them. 
I was told my phones were with the returns department and would be shipped back last Monday. And I’m still getting offers to sell, they are not listening to my request.            
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                         - Ian K****
        
     
    
        
            
                “
            
            Between 8–13 October 2025, I received a series of contradictory, unprofessional, and false statements from their staff:
Shelly (8 Oct) – Promised the returns team would begin “immediately” once order numbers were provided.            
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                         - ****
        
     
    
        
            
                “
            
            Took 3 weeks to arrive despite receiving a phoney dispatch notification. 
I cancelled the phone after 1 week - heard nothing
Messaged (I have the transcript) emailed returns@ & sales@ and telephoned
3 weeks later the phone arrived after I should have been refunded
Stay away it seems they send out the wrong colours and take ages to do so.            
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                         - D****
        
     
             
        
        
                                
                
                
                
        
            
                “
            
            Having got through to you once - you said you would sort it and either refund or exchange, and as agreed sent the phone to you.            
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                         - Lo****
        
     
    
        
            
                “
            
            I emailed and spoke to 'Scott' on the phone multiple times and he promised me a refund on numerous occasions, but I never received anything back from them.            
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                         - Anony****
        
     
    
        
            
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            Even after these broken promises, Smart Cellular still refused to refund my £20.            
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                         - ****
        
     
             
        
            
                                    
                
                
                
        
            
                “
            
            Thank you Lynn for your help! Great service.            
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                         - Anony****
        
     
    
        
            
                “
            
            Excellent service and phone! I was very sceptical of ordering a phone from any online business but looked at the reviews for Smart Cellular and thought I would give them a go.            
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                         - T***
        
     
    
        
            
                “
            
            The service is really good From start to finish got the best deal i got while trading my iphone 14✨            
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                         - Jo****