Just in time for the new EU regulations limiting roaming charges across the continent, Three is offering customers a £5 per day unlimited data roaming option.

The new Euro Internet Pass grants Three customers unlimited data access across the Euro Zone, freeing vacationers and business travellers from exorbitant per usage pricing.

The Euro Internet Pass can be purchased via text upon arrival in any of the supported countries across Europe and goes into effect immediately, lasting until midnight on the day of purchase. Three warns that tethering is not included and that the service is not optimised for streaming or data-heavy activity.

"We've been campaigning for lower data roaming rates and welcome the new regulation from Europe. These changes promote competition and allow us to offer our customers a better deal so they no longer have to worry about running up a massive bill when using the internet," said Three marketing director Thomas Malleschitz.

The new rules, which will come into effect as of July, aim to limit EU roaming charges by capping retail rates for texting, voice calls and mobile Internet usage. In 2014, further legislation will allow customers to purchase roaming contracts with providers other than their domestic mobile operators.

"Consumers are fed up with being ripped off by high roaming charges," said digital agenda commissioner Neelie Kroes in March. "The new roaming deal gives us a long-term structural solution, with lower prices, more choice and a new smart approach for data and internet browsing. The benefits will be felt in time for the summer break - and by summer 2014, people can shop around for the best deal."

Three announced earlier in June that it is raising its rates for mobile and mobile broadband by 3.6 per cent as of 16 July.