President Donald Trump’s family business is launching a Trump-brand mobile phone service, promising gold phones and a $47-a-month price tag, his eldest sons announced Monday.

The surprise announcement adds to the collection of private business interests that will financially benefit the Trump Organization while Trump runs the White House.

The Trump Organization

Trump Mobile, replete with gold-toned smartphones and free overseas calling for military families, appears to be marketed toward political conservatives and fans of President Donald Trump.

The service, which goes live later this year, will be run by a separate business called T1 Mobile LLC, which licenses the Trump brand. The announcement states that it is working with “all three major carriers,” and will carry a coast-to-coast 5G signal.

It’s the latest venture emblazoned with the Trump name, which includes real estate, cryptocurrency and the social media platform Truth Social.

The marketing material for the phone service waves at Trump’s place as the nation’s 45th and 47th president: The calling plan is known as the “47 Plan,” and it’s priced at $47.45 per month.

“Truth Social was to correct freedom of speech … and Trump Mobile is going to revolutionize cellphones, mobile calling,” Trump’s son, Eric, said Monday on Fox Business. “We’re going to have one of the great tech platforms as part of the Trump Organization of any company in the world.”

The Trump Organization, which is being led by the president’s children while he is in office, announced the new venture on the 10th anniversary of the day Trump rode down a golden escalator at Trump Tower in New York to announce his presidential run. The private ventures have expanded during Trump’s time in the White House and added to his family’s considerable wealth.

In a public filing Friday, the president reported more than $600 million in income and $1.6 billion in assets, including cryptocurrency holdings, income from his properties, and various merchandise and marketing arrangements. The tallies reflect his finances in 2024, before he was elected for a second term.

Trump also made $1.3 million in royalties from a Trump-endorsed Bible and more than $5 million from sales of Trump-brand fragrances, sneakers and watches.

Eric Trump said of the phone service that “we’re going to do it better, we’re going to do it safer, we’re gonna have more functionality, more features,” and noted that the service would include a customer-service call center in St. Louis, and phones made in the U.S. A company website said the T1 Phone, as it’s called, would be “sleek, gold” and built in the United States.