Virgin Media has been fined £28m for repeatedly preventing customers from cancelling contracts, Ofcom said.

It said millions of phone calls from customers were "likely mishandled" over nearly a three-year period which prevented or delayed customer from switching to a better deal.

The communications regulator said it found "deliberate call-dropping" tactics, as well as customers being put on hold "for no reason".

The penalty was reduced by 30% given Virgin Media admitted its failing and agreed to settle the case, Ofcom added, but said the fine was still the largest ever under its consumer protection rules, and its third largest ever in general.

Ofcom said its investigation found millions of customer calls between 1 January 2022 and 11 September 2024 were likely to have been mishandled by call agents "in order to delay or prevent customers from cancelling and switching to a competitor".

It uncovered tactics including: excessive and unnecessary call transfers, repeated attempts to pressure customers to stay, and unnecessarily and repeatedly keeping customers on hold.

Ofcom said Virgin's commission scheme "effectively encouraged" and financially rewarded call centre agents for "behaving in this way".

Natalie Black, Ofcom's group director for infrastructure and connectivity, said: "The facts are clear. Virgin Media made it harder for customers to cancel their contracts and then did not fully cooperate with our investigation.

"As a result, we are levelling our largest ever fine under our consumer protection rules for direct harm to consumers."

She added: "Today, we are sending a clear message that any provider who wilfully acts against the interests of their customers will pay a heavy price."

Ofcom received complaints from 1,881 customers who reported difficulties cancelling.