Pakistan’s mobile phone market is seeing a surprising resurgence of 2G feature phones, commonly called “button phones.” PTA data shows that of the 12.05 million mobile units assembled in the first five months of 2025, 54% (6.53 million) were 2G devices. Local assembly has also reached historic levels, meeting 94% of demand during the period, up from a five-year average of 77%.
While nostalgia plays a role, the popularity of button phones is driven by practicality, security, and affordability. For older Pakistanis, particularly the 16.5 million citizens over 60, these phones are straightforward, durable, and reliable for basic communication. As Muhammad Ilyas, a mobile market salesman, notes: “I have this phone, and I’ll probably use it for years … because it will last forever.”
Surprisingly, Gen Z is also adopting button phones. Rising phone-snatching incidents in Karachi — 13,213 cases reported in nine months of 2025 — make low-value, durable phones a smart security measure. Many young iPhone users carry a button phone as a backup, leaving their expensive devices at home to avoid theft or damage.
Regulatory factors further reinforce this trend. Pakistan’s PTA requires imported devices to be registered to avoid SIM-blocking. Given the high cost of iPhones (Rs300,000+ with taxes), many users prefer a low-cost button phone for daily use while reserving premium devices for home use or limited outings.
Despite their simplicity, button phones are built to last. They may lack advanced cameras or social media capabilities, but their resilience, low cost, and utility make them highly relevant in today’s urban Pakistani context. In a city like Karachi, where carrying a high-end smartphone can feel risky, button phones offer an elegant, low-risk jugaar — simple, functional, and surprisingly stylish in their own right.
Conclusion:
Button phones are no longer relics of the past. In Pakistan, they have carved out a dual-market role: indispensable for seniors and pragmatic security-conscious youth. With durability, affordability, and clever regulatory circumvention, these devices prove that sometimes, the simplest tech solutions remain the smartest.
