Mobile operator Three has taken its case to the European Commission after not being included in a joint venture with other network operators O2, Everything Everywhere and Vodafone.
Three is describing the alliance as anti-competitive, and says it was designed to freeze Three out.
It has this week taken these complaints to the European Directorate General for Competition.
The venture intends to speed up the introduction of mobile advertising and payment services by acting as a one-stop-shop for advertisers, marketing partners, retailers and banks, developing technology such as swiping mobiles on till readers for purchases in shops.
Stephen Lerner, Three's regulatory affairs director, told the Guardian: "Instead of competing for the benefit of consumers, the three operators that hold 90% of the UK market have engaged in a cosy collaboration and closed ranks against competition. The competition authorities in Brussels should not allow this type collaboration to go forward under any circumstances.
"We're asking the commission to take a clear view of what is at stake for consumers and the dangerous precedent this move could set across Europe for the incumbents to freeze out challengers."