The days of bill shock when travelling are long behind us, replaced by daily charges and international roaming "top ups" meaning we can stay in touch from almost anywhere in the world.
Today however, that concept takes a step even further, with Vodafone announcing in-flight roaming on a select set of international airlines.
Designed to work in tune with the company's $5-a-day roaming in a large number of countries around the world, in-flight roaming allows you to turn your phone off airplane mode when you reach cruising altitude.
Soon after, your phone will connect to a network within the plane, allowing you to send messages, use your mobile data and even make or take calls.
"We have customers joining Vodafone every day who are sick of the great roaming rip off. Whether you're in another country or on your way there, Vodafone is working hard to help you stay connected and save money," Vodafone group executive Kieren Cooney said.
"For a flat fee of only $5 per day, customers can use their device to stay in touch with loved ones, share their travel selfies, and even get some work done, all while cruising above the clouds.
"Best of all, customers won't have to worry about any hidden costs or bill shock when they arrive home."
The in-flight roaming feature will work on participating airlines including Emirates, Etihad, Cathay Pacific, Lufthansa, Malaysian and Singapore Airlines.
For travellers looking to be online while they fly, the options currently require you to use in-flight wifi, which can be expensive and have limitations.
Vodafone says the use of data on board a plane will "deliver download and upload speeds similar to 3G", more than enough to check your emails, browse the web and even social media.
The $5 charge applies to a 24-hour period, so even if you are flying for half the day, then on the ground in a country with Vodafone's roaming for the other half of the day, you'll only pay the $5 for that given day.
Use of in-flight roaming is optional, you can also simply have your phone off or in airplane mode to avoid the charge and not use any of the connected services.
