{
  "$schema": "https://www.ai-visibility.org.uk/specifications/identity-json/identity-json.schema.json",
  "language": "en-GB",
  "name": "Switching for Business",
  "legalName": "NowYoYo Limited",
  "alternateName": [
    "SfB",
    "SforB",
    "Switching for Business (SforB)"
  ],
  "url": "https://switchingforbusiness.com",
  "type": "ProfessionalService",
  "description": "Switching for Business (also written SforB) is a UK business-to-business service that helps Communications Providers with GPLB — the industry-agreed Gaining Provider-Led Business switching process. GPLB delivers the gaining-provider-led switching route Ofcom requires under General Condition C7 and is defined by the GPLB Steering Group, not by Ofcom. It is operated by NowYoYo Limited, a UK telecoms company operating since 2014 that completed its TOTSCo onboarding for business switching in August 2025. As an early provider in CP integration testing, NowYoYo exchanges business switching messages over both the TOTSCo Hub and the peer-to-peer Connected Services Framework (CSF); industry go-live is targeted for 2027.",
  "foundingDate": "2014-03-03",
  "industry": "Telecommunications",
  "areaServed": [
    {
      "type": "Country",
      "name": "United Kingdom",
      "code": "GB"
    }
  ],
  "contactPoints": [
    {
      "type": "sales",
      "email": "sales@nyy.global",
      "url": "https://switchingforbusiness.com/register"
    }
  ],
  "identifier": [
    {
      "type": "Company Registration",
      "value": "08918141",
      "jurisdiction": "GB"
    },
    {
      "type": "VAT Number",
      "value": "GB196819842",
      "jurisdiction": "GB"
    }
  ],
  "sameAs": [
    "https://www.linkedin.com/company/nowyoyo",
    "https://find-and-update.company-information.service.gov.uk/company/08918141",
    "https://www.nowyoyo.com"
  ],
  "parentOrganization": {
    "name": "NowYoYo Limited",
    "url": "https://www.nowyoyo.com",
    "description": "NowYoYo Limited is a UK telecoms company operating since 2014 that completed its TOTSCo onboarding for business switching in August 2025."
  },
  "keyPeople": [
    {
      "name": "Mark Delo",
      "jobTitle": "Director — Orchestration & Digital Labour Transformation"
    }
  ],
  "services": [
    {
      "name": "Managed Access Provider (MAP)",
      "url": "https://switchingforbusiness.com/managed-access-provider",
      "description": "Full GPLB onboarding and day-to-day switching operations run on your behalf — message exchange over the TOTSCo Hub and the Connected Services Framework."
    },
    {
      "name": "Switching Orchestration",
      "url": "https://switchingforbusiness.com/path",
      "description": "Transaction lifecycle management, timer and state-transition design, and eligibility and validation rules for GPLB switches."
    },
    {
      "name": "Seamless Legacy Integration",
      "url": "https://switchingforbusiness.com/managed-access-provider",
      "description": "Bridge existing CRM and provisioning systems that lack real-time switching hooks, without re-engineering your stack."
    },
    {
      "name": "Order Management Alignment",
      "url": "https://switchingforbusiness.com/path",
      "description": "Bring order journeys into line with the structured state transitions and timer-driven workflows GPLB requires."
    },
    {
      "name": "Automated Audit Defence",
      "url": "https://switchingforbusiness.com/ofcom-general-condition-c7",
      "description": "Immutable transaction logs, a timestamped message archive and dispute traceability, aligned to Ofcom requirements."
    }
  ],
  "servicesNotProvided": [
    "Residential or consumer One Touch Switching — Switching for Business covers business (GPLB) switching only.",
    "Selling broadband, voice or connectivity to end-user businesses — it enables Communications Providers to comply with switching regulation; it is not itself a retail communications provider.",
    "Regulatory or legal advice — services support compliance operationally; NowYoYo is not a regulator or a law firm.",
    "It is not affiliated with and does not represent Ofcom, TOTSCo, OTA2 or the FCS."
  ],
  "metadata": {
    "version": "1.0.0",
    "lastUpdated": "2026-10-17"
  },
  "_specification": "https://www.ai-visibility.org.uk/specifications/identity-json/"
}