Telecommunications giant Optus has agreed to pay a $100 million penalty, subject to court approval, after admitting to engaging in unconscionable conduct when selling products to over 400 vulnerable and disadvantaged Australians between 2019 and 2023. The Australian Competition and Consumer Commission (ACCC) sued Optus, alleging that staff pressured customers, many of whom had disabilities, limited financial literacy, or were First Nations Australians from remote areas, into purchasing unnecessary or unaffordable plans and devices. Customers were often misled about costs and coverage, with some pursued by debt collectors despite having contracts created without their knowledge. Optus acknowledged the misconduct, apologized, and committed to systemic reforms including better staff training, improved sales practices, and compensation for affected consumers. The company will also make a $1 million donation to support digital literacy for First Nations Australians. The ACCC emphasized the significant financial harm and emotional distress caused, especially among vulnerable communities, and highlighted systemic issues in the telecom sector, calling for stronger regulation.