Telefonica has unveiled Tu Me, a new cloud-based mobile communications app designed to compete with OTT services such as Viber, Whatsapp and Skype.
Customers will be able to text, call, share photos and location information with their contacts via their mobile data plan or WiFi.
The service, which is free, is initially available to iPhone users only but can be used by regardless of your network operator.
The Spain-based operator said an Android version would follow shortly.
Although programs like Tu Me have previously been viewed as a threat by some network operators, Telefonica suggested that it would rather "keep the customer than lose them to other products".
Telefonica said Tu Me is its Digital division's first launch that directly targetted consumers and took just six months to bring to market.
More "enhanced communications services" would be launched under the TU brand moving forward, the company added.