The Pakistani government has reportedly halted plans to rebrand the merged Ufone-Telenor Pakistan business as "e&" while it reviews the legal authority behind the proposed name change. The proposal would see the merged operator adopt the "e&" brand, aligning it with UAE-based parent e&'s global identity. The Ufone board, which includes government-appointed directors, approved the proposed branding despite the board of parent company Pakistan Telecommunication Company Limited (PTCL) having previously deferred the proposal, the report said. The proposed rebranding follows PTCL's acquisition of Telenor Pakistan and the integration of the two operators, creating one of the country's largest mobile providers. A subsequent letter issued in July reiterated that the branding could only proceed after the amalgamation had taken legal effect.