Beeline, formerly known as Bee Line GSM, is a telecommunications brand operated by PJSC VimpelCom, a company initially founded in Russia. PJSC VimpelCom is known as Russia's third-largest wireless and second-largest telecommunications operator, with its headquarters in Moscow. Since 2009, PJSC VimpelCom has functioned as a subsidiary of VimpelCom Ltd., which later rebranded as Veon in 2017, with its base of operations located in Amsterdam. The Beeline brand was introduced in the late 1993s, developed by Fabela to distinguish the company as a vibrant and engaging entity, moving away from the image of a purely technical firm."Beeline" was chosen to evoke the idea of the shortest and most direct, quick path between two points.