The Trump family is expanding its business ventures with the launch of a new Trump-branded phone service. The Trump Organization, managed by Donald Trump’s sons, plans to offer a gold-colored, “made-in-America” smartphone for $499, along with a monthly mobile service priced at $47.45 – a nod to Trump’s 45th and potentially 47th presidency.

However, the announcement has been met with skepticism and renewed ethics concerns. Watchdogs like Citizens for Responsibility and Ethics in Washington (CREW) have criticized the venture as another avenue for potential corruption and conflicts of interest. They question whether the new business will attract customers seeking to curry favor with Trump and how the president will navigate policies affecting an industry in which his family now has a direct stake.

The Trump Organization has not yet disclosed the name of its business partner or addressed the ethics concerns raised. In its announcement, the company stated that “hard-working Americans deserve a wireless service that’s affordable, reflects their values, and delivers reliable quality they can count on,” also touting discounted international calls for families with members in the military.

This move is consistent with Trump’s long-standing business strategy of licensing his name to various ventures. Since entering politics, his brand has become even more valuable. Trump’s recent financial disclosure revealed earnings of over $600 million last year, including revenue from Trump-branded items like bibles, watches, sneakers, and fragrances. Forbes estimates his net worth has more than doubled to $5.1 billion, partly due to the support of his “diehard following,” which has boosted the value of his social media company, Truth Social.