Trump Mobile, the newly launched mobile service branded by the Trump family, hit a snag on its debut day in June when calls to its customer support line were answered by Omega Auto Care, a Missouri-based auto warranty company.

Omega is part of Ensurety Ventures, led by Pat O’Brien—one of the figures introduced at the launch by Eric and Donald Trump Jr. as part of the Trump Mobile operations team.

The incident points to the rapid and complex rollout of Trump Mobile, which is one of several new business ventures pursued by the Trump family since Donald Trump’s re-election. Others include a Trump-branded Bible, a cryptocurrency exchange, and a meme coin.

Trump Mobile operates as a mobile virtual network operator, leasing wireless capacity from major carriers through Liberty Mobile—a lesser-known network co-owned by O’Brien and telecom partners Don Hendrickson and Eric Thomas. The company offers a $499 gold-toned smartphone called the T1 and charges customers \$100 to reserve the device.

While the phone was initially promoted as “Made in the USA,” experts questioned the feasibility. The company later dropped the claim, saying the T1 would be assembled in Alabama, California, and Florida, using as many U.S.-sourced components as possible.

Services bundled with the phone—including roadside assistance, phone insurance, and telehealth access—are provided by companies linked to the Trump Mobile launch team. These include Drive America, Omega Mobile Care, VMed Mobile, and Doctegrity.

Though the first-day confusion has since been resolved, the episode reflects the challenges of launching a tech brand at speed. Trump Mobile has not disclosed subscriber numbers or shipment figures, but says it plans to begin fulfilling pre-orders in October. Eric Trump and Donald Trump Jr. have not commented.