Trump Organization announced the launch of Trump Mobile, a new cellular service branded in the name of President Donald Trump.

The Trump Organization launched a self-branded mobile service and a $499 smartphone on Monday, dubbed Trump Mobile, signaling a new effort to court conservative consumers with a wireless service positioned as an alternative to major telecom providers.

Eric Trump said the new venture called, Trump Mobile, will sell phones that will be built in the U.S., and the phone service will maintain a call center in the country as well.