Truphone said, because their service worked in 223 countries, they provided a "truly global" service and that, in the context of a mobile phone service, the average consumer would consider these countries to cover the phrase "wherever you are in the world". They said there were 19 locations where only their emergency call back method was available but that these locations were mainly remote with little or no inhabitancy. They believed the average consumer was unlikely to have heard of most of these locations and would be unlikely to require a mobile phone to use there. They said, because there was a perceived difficulty in obtaining a service at these locations, consumers who required a full service would conduct research into availability. They said their website had a rate-checker which allowed consumers to check service availability and charges when making calls from and to any location and, in the instances where their full service was not available, the rate-checker showed that outgoing calls were not available.

They said, according to an online population calculator, there was an estimated world population of over seven billion. They submitted a spread sheet showing the locations where their service was not available and said the total estimated population of all those locations was 1.24% of the estimated current global population. They believed, because their service was available to 98.76% of the global population the claims "truly global" and "wherever you are in the world" were not misleading.