Why do so many people in Pakistan suddenly have a button phone? (It's not for the vibes)
In the bustling Saddar Mobile Market in Karachi, Pakistan, a resurgence of a bygone era is taking place. The market is alive with the sound of button phones, also known as 2G feature phones, being sold and sought after. But what's the appeal of these seemingly outdated devices? It's not just nostalgia or a desire for simpler times. The button phone market in Pakistan is thriving, and there are practical reasons for its popularity.
The Enduring Appeal of Button Phones
According to data from the Pakistan Telecommunications Authority (PTA), 54% of the 12.05 million mobile phone units assembled in the first five months of 2025 were 2G feature phones. This is a significant increase from the five-year average of 77% and the nine-year average of 52%. The local manufacturing and assembly of mobile phones during this period met 94% of the demand, showcasing the country's growing capability in the industry.
The button phone market is not just about numbers; it's about people. The elderly generation in Pakistan, comprising 16.5 million individuals over 60 years old, as per the 2023 census, are set in their ways and prefer button phones for communication. Muhammad Ilyas, an elderly salesman, proudly displays a worn-out CAT button phone, stating, 'I could put my SIM card in any set I wanted. I have this phone, and I'll probably use it for years because it will last forever.'
Gen Z's Secret Security Measure
But button phones aren't just for the elderly. Gen Z, known for their tech-savvy nature and social media branding, also finds value in these devices. Muhammad Irfan, a seller of second-hand smartphones and tablets, reveals that younger people prefer to keep button phones when they're outside. This is a creative security measure; a button phone a day keeps snatchers away. With Karachi reporting 13,213 phone snatching cases in the first nine months of 2025, this simple yet effective solution is gaining traction.
Tax Loopholes and iPhone Enthusiasts
Button phones also offer a practical solution for those looking to avoid exorbitant taxes on iPhones. Pakistan's tech laws require all imported devices to be registered with the PTA, threatening to block users' SIM cards if not complied with. This regulation applies to foreigners and imported phones, making it a challenge for iPhone enthusiasts. Rameesha, an iPhone enthusiast and customer experience consultant, points out the irony of spending thousands on PTA registrations, as iPhones depreciate quickly due to frequent model updates.
The Bitter Reality of iPhones
Despite the allure of iPhones, there's a bitter reality that often goes unnoticed. Rameesha explains, 'They are widely recognized as a status symbol. It's a good visual to have.' The fear of theft and the high cost of iPhones make them a liability in a city like Karachi. Midhat, a software engineer, shares her experience, stating that she doesn't take her iPhone everywhere due to its high value. This highlights the practicality of button phones, which are unbreakable and provide a sense of security without the risk of theft.
Conclusion: The Comeback of Button Phones
In a city where carrying an expensive smartphone can feel like a liability, the button phone emerges as the perfect solution. These devices offer security, practicality, and a sense of reliability. While they may not have flashy cameras or seamless functionality, they are unbreakable and will keep you out of trouble, mostly. The button phone market in Pakistan is alive and thriving, proving that sometimes, simplicity is the ultimate sophistication.
