Our innovative solution creates a better balance for families - giving parents peace of mind and letting kids be kids. Given modern technology trends and our research, it's abundantly clear what shouldn't be on a child's device.
Made safe by design for curious kids and pre-teens.
made for children, safe by design, now and always...
social media, addictive algorithms or 'tech traps'
controlled by parents through mobile device management
We believe every “first” in your child’s life should be unforgettable - like their first steps, their first bike, and now, their first phone.
That’s why we created a hands-on guide designed to empower your curious child with the knowledge, awareness, and safety competencies they need in today’s digital world.
The first phone designed to promote better mental health, free from social media and addictive algorithms. It promotes healthy habits and teaches responsible digital citizenship.
AI filters detect cyberbullying in real-time, ensuring a safer online environment for kids. Interaction monitors alert parents to potential threats, fostering peace of mind and protection.
Eliminating non-human notifications, ensuring kids are not consistently and continuously overwhelmed by constant alerts and digital distractions. The first phone to encourage totally conscious technology use.
Screen time guard that kids cannot bypass, ensuring consistent usage limits and more balanced, healthy screen habits. The first phone to provide peace of mind for parents and let kids be kids.
The first phone with comprehensive device management, giving parents total administrative control. Allowing parents to monitor and regulate their child's usage easily and effectively.
Content filters providing a safe exploration space for curious young minds. The safety engine and secure browser ensure children can only access appropriate content for their specific cohort.
By co-collaborating with parents and children, we can craft tools and experiences, that are not only safe and intentional, but also resonate deeply with the needs and aspirations of today's youth.
Our community will empower families to have a voice in the evolving tech landscape, reflecting their values and priorities.
Empowering kids with the digital life skills they need to navigate the online world safely. Education is the key to protection.
By equipping kids with these essential skills, we’re helping them build a foundation of knowledge and confidence that will keep them safe and secure in an increasingly connected world.
A steadfast dedication to ensure kids are always safe in their digital experiences. Innovative products that not only protect children from harmful content but also give parents peace of mind through robust safety features. Evolving technology that allows kids to explore, learn, and grow in a safe and controlled environment.
The first phone empowers kids with a safe, kid-friendly experience by eliminating social media, addictive algorithms, and inappropriate content.
It includes Rookie’s own secure browser, age verification, closed-group messaging, and safety features like AI filters and a paired parental app.
Through our community design initiative, kids are invited to help shape the phone’s future, making it a device that evolves with their needs.
We highlight the key aspects of the playbook and first phone that make it the only choice for kids, plus a differentiation guideline with reference to smart and feature phones for parents.
We know giving your child a phone is an important decision. The following will gives you further details on the first phone so that you are well informed.
Most parents would feel that they have to put together solutions themselves - often combining a pre-owned handset, with sim card and then downloading apps that somewhat safeguard their child.
The first phone is specifically designed with children in mind, offering robust parental controls, limited access to the internet through our safe browser, and purpose built, pre-installed firmware. It also features a durable design, that is intentionally smaller, a non-addictive monochrome user interface, and no access to inappropriate content or social media - ever.
The last thing we would ever want to do is start telling parents when they should, or should not, give their child a phone. This is is a milestone moment that is very unique to every single family and child. One size does not fit all. As a company we just want to ensure that their first phone is safe by design.
As the statistics from Ofcom show, the age of phone ownership has decreased recently (with 25% of 5 to 7 year olds and 97% of 12 year olds owning a phone). This phone is recommended for children aged 7 to 14 years old, it can be used by older children as well, depending on parental discretion and the child’s specific needs.
The first phone has restricted internet access that can be fully controlled by parents / guardians. Phone ownership is becoming more "cohort based," so various and expanded options of pre-set internet access will be available for the parent to grant permission via the parental app.
Parents / guardians can limit access to only specific websites or disable the internet entirely if you prefer (this we've named "brick mode").
No, the first phone will not have access to the app store (Google Play or others). This decision was made for three important reasons.
Firstly, and most importantly, for safety. The app store can expose children to inappropriate content, risky downloads, or apps that allow them to spend money unsupervised. Second, we believe the future of technology is moving away from app-centered systems due to addictive algorithms and time-draining content, which aren't good for children's development. Thirdly, over time, we plan to create a kid-friendly app store. This will be a safe space with only kid-appropriate games and content, co-developed with children themselves, giving them the chance to shape their digital world.
The first phone includes a comprehensive parental control app that allows you to monitor contacts, usage, and location. From the parental control app you can also set / amend screen time limits, review internet access and switch phone to "brick mode" (no internet access).
Yes, you can create a list of approved contacts that your child can call or message (you can also add these to group messaging through our safe Rookie Messenger - which is a closed user group). You can also block unknown numbers to prevent unsolicited calls or messages.
The parental controls for the first phone can be easily set up through the dedicated parent app, which you can download to any smartphone or access from a desktop computer. This app works on iOS and Android. Step-by-step instructions are provided when you first set up the phone.
The first phone has built-in AI filters that operate stealthily in real-time to filter harmful words. If your child receives or sends a message with any words from the Rookie "risk list" you will be alerted via the parent app. Parents / guardians can then choose to block known / unknown contacts.If harmful messages of a bullying nature originated from anotherfirst phone, Rookie will review the offending message with a warning notice sent to the offending party. N.B. Rookie has the right to remove offenders from the network.
Yes, the first phone is equipped with GPS tracking, so you can easily locate your child at any time using the parental control app.
We have developed an SOS button that your child can press in case of an emergency. This will immediately alert pre-set emergency contacts via the parental control app and provide them with your child’s location.
Absolutely! We have developed the first phone (and modular accessories) with our manufacturing partner who specialises in durable device manufacture and development for the construction industry. The phone is designed to withstand drops, spills, and general rough handling. We provide a sturdy modular case that works in combination with a shatter-resistant, Gorilla Glass, screen.
In addition to this a free insurance policy is built in to the first phone monthly subscription.
The first phone operates on all four of the major UK mobile phone networks (EE, 02, Three and Vodafone) Rookie.
Yes, of course. Please click here for full product pages.
The first phone is available on a 24 month subscription plan. This means that you do not have to pay for an expensive device upfront.
This subscription plan includes the device, the device lease plan, a sim card (with call / data plan), full warranty and the parental app. After 24 months you can choose to continue with the phone or extend with an upgraded new phone free of charge.
Yes, we offer a 30-day money-back guarantee. In accordance with the with the Consumer Protection (Distance Selling) Regulations 2000 - if you are not satisfied with the first phone, you can return it (using our online returns system) to Rookie within 30 days for a full refund, no questions asked.
If you encounter any issues with the device or service, please contact our customer support team. The phone comes with a full one-year warranty that covers manufacturing defects and hardware malfunctions.
You can reach the Rookie Customer Support Team via phone, email or live chat. Visit our Contact Us page for more details.
For the initial "commitment" payment we accept all major credit cards, debit cards and PayPal.
For the subscription plan you will be required to set up a recurring payment (card or bank to bank) / direct debit through our partners Stripe.
Yes, we offer discounts for purchasing two or more phones. Additionally we offer group, school and class discounted rates. Please contact our finance team, by clicking here, for more details on group discounts.
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With Rookie we've created an ecosystem of tools that educate both parents and kids, a device with a safety saddle for the internet and outlawing social media.