It is NOT easy to activate. The confusing instructions say to call and see if your old number is available, yet they ALSO say not to activate the phone until you have your number. This requires having another phone available. I took it back to Best Buy to get their help, and they told me that Jitterbug no longer allows Best Buy to activate the phones. What? That's why I bought it from a dealer instead of online--so I could get in-person help if I needed it!! I could not get a refund from Best Buy because more than 15 days had elapsed. Sad, but this is just another over-hyped but poorly designed device, manufactured and sold by two companies that do NOT practice the quality and good customer service that they babble about.