We've all been there. After navigating past "Emily," the infuriating, unfailingly cheerful automated assistant, then making it to "Bill" or whomever, also know as representative "1832," we spend 45 minutes on the line, unsuccessfully trying to understand where the extra $50 on our latest cell phone bill came from.

The most delicious part is always the end of the call, where we're fuming, exhausted, and often, a little bit hungry, and like an ironic slap in the face, thanked for choosing Bell/Telus/Rogers.

But now there's a little more competition with the launch of new carriers. Mobilicity is the latest - set to launch tomorrow, according to the Toronto Star - and promises to be two things: inexpensive and simple. Mobilicity's launch comes after WIND Mobile's in December and Public Mobile, which opened stores in March.

All Mobilicity plans are unlimited. A local text plan is $15 per month, local talk is $25, and local talk and text is $35. The company also offers international calling plans and data plans, such as their $65 global text, talk, North American long-distance and data plan.

Phones offered by Mobilicity include the Nokia 5230 and BlackBerry Bold 9700. A distribution network has been set up and includes hundreds of points of distribution across the city.

"We have built a formidable network of exclusive and non-exclusive dealers who will ensure our customers will be well served," company president Dave Dobbin said in a release.

As long as I don't have to repeat myself to "Emily" for the umpteenth time, I'll be happy.