ISLAMABAD: The management of the newly merged Ufone and Telenor Pakistan has initiated the process to rebrand the combined telecom operator as “e&”, reflecting its affiliation with UAE-based telecommunications group Etisalat, according to official sources. The development comes weeks after Telenor Pakistan was formally amalgamated into Pak Telecom Mobile Limited (PTML)—the legal entity operating under the Ufone brand—following final approval from the Islamabad High Court. Sources in Pakistan Telecommunication Company Limited (PTCL) said the company has submitted an application to the Pakistan Telecommunication Authority (PTA) seeking approval for the new brand name. However, the regulator has informed PTML that the rebranding process cannot move forward until the Securities and Exchange Commission of Pakistan (SECP) issues a notification confirming the composition of the company's board of directors after the merger. According to official correspondence, the PTA has directed PTML not to launch or advertise any new brand until the required SECP notification is received. Officials in the Ministry of Information Technology and Telecommunications explained that since Ufone operates as a brand of PTML and Telenor Pakistan has now been merged into the company, any changes—or confirmation of no changes—to the board of directors must be formally notified by the SECP before regulatory approval can be granted. The merger was completed earlier this month, making PTML the surviving legal entity. The move forms part of PTCL Group's broader restructuring following the acquisition of Telenor Pakistan. Separately, PTCL has also implemented a bifurcation of its operations in line with conditions set by the Competition Commission of Pakistan (CCP), separating its mobile telecommunications business from its other subsidiaries as required under the merger approval. Once the remaining regulatory requirements are fulfilled, the merged telecom operator is expected to adopt the "e&" brand, aligning Pakistan's mobile business with the global identity of its parent company, Etisalat.