NUU—an Irving-based global manufacturer of unlocked Android smartphones—has a mantra of offering “better smartphones, better prices.” From entry-level phones to devices with the latest “bells and whistles,” NUU’s lineup ranges from gaming-focused phones to pro-level devices. But one of its most standout offerings is the Gabb Phone 4 (above), which aims to be “the most trusted safe phone” built for kids and teens.

Founded in 2010 as a joint venture between Hong Kong’s Sun Cupid Group and U.S.-based Noetic Inc, NUU operates in over 40 countries from its headquarters in Irving. One of America’s fastest-growing private companies, it’s made the Inc. 5000 list three years in a row (2022-2024). 

But despite its global reach, the company says its roots are set firmly in Dallas-Fort Worth.

“Dallas isn’t just where NUU is headquartered—it’s the foundation of our innovation and growth,” NUU CEO Danny Sit told Dallas Innovates. “As a privately owned company, we’ve built our success on delivering custom-built, secure mobile solutions at the highest quality, and our partnerships—from FC Dallas to AT&T—reflect our deep ties to this community.”

“As we continue to scale, we’re investing in local talent and strengthening partnerships that drive technology forward,” Sit added, “whether through collaborations like our work with Gabb to create safer mobile solutions for families or our support of FC Dallas. Our commitment to this city runs deep, and we’re excited to keep growing here, bringing value-driven mobile solutions to businesses and consumers alike.”

Partnering with Utah company on the Gabb Phone 4

Gabb Phone 4 [Photo: Gabb]

NUU partnered with Utah-based Gabb Wireless to manufacture the Gabb Phone 4, a smartphone that offers kids the benefits of technology while giving parents control over their safety. Launched last summer and featured at CES Las Vegas in January, the phone is “a fully customized device, combining location tracking, restricted internet access, and curated content—all while ensuring top performance and security,” NUU said.

The Gabb Phone 4 aims to keep things safe by giving parents real-time location tracking for added peace of mind; calls and texts limited to approved contacts; and kid-safe entertainment options, with “safe, filtered access to music and maps. 

The device promises “complete parental control,” with secure management of apps and content. In a world of $1,000-plus smartphones, it’s also surprisingly affordable. (The Gabb Phone 4 is listed on Amazon at $149.99. Other NUU phones range in price from $99.99 for the N10 to $299.99 for the NUU B30 Pro 5G, named the “Best Affordable Gaming Phone” by PCMag in 2024.)

“We believe technology should serve a purpose—and our partnership with Gabb reflects that commitment,” Sit said. “Together, we’re making technology work for parents and kids alike, ensuring they stay connected without unnecessary risks.”

NUU said the goal was to create a child-friendly device that restricted internet browsing, prevented social media access, and provided only essential functions. Together, the companies crafted “a secure and controlled user experience” by incorporating custom applications and capabilities such as Gabb messenger, Gabb Music, and Gabb Maps.

Gabb chose NUU as a partner because of NUU’s expertise in custom-built Android devices and software. By optimizing the user experience, enhancing security, and ensuring kid-safe functionality, NUU says it helped Gabb overcome challenges with “seamless AOSP [Android Open Source Project] implementation.”

As for Gabb, its team had great things to say about partnering with NUU.

“Our Gabb Phone 4 was such a short timeline to launch, but it’s been our most solid device because of NUU,” said Diane Acevedo, Gabb’s SVP of operations.

“NUU warned us when we were making a choice that could make our product inferior and put our mission to protect kids at risk,” added, Zachary Call, senior product manager for handhelds at Gabb. “Other partners might just let you make a bad choice and say it’s on you if it creates a problem.” 

Isaac Jacobson, Gabb’s SVP of business development, said, “The ease of doing business paired with the ability to conduct business and deliver the product make NUU one of our best vendors to work with. The outcome has been outstanding.”

Eyeing impact of tariffs

Like companies across the U.S. and around the world, NUU is keeping abreast of developments in ongoing tariff announcements by the Trump administration.

Facing an evolving tariff landscape, the company said it’s “actively assessing and adjusting our supply chain and manufacturing strategies to ensure efficiency and cost-effectiveness. Our focus remains on delivering high-quality, value-driven mobile solutions while staying agile in response to market changes.”

While tariffs could lead to “price adjustments and minor delays,” they’re also driving companies like NUU to explore production shifts to India and Vietnam, creating a more diversified and resilient supply chain, a NUU publicist added.

Meanwhile, from its HQ in Irving, NUU aims to keep growing and building its local presence.

“With our expansion efforts and commitment to job creation, we’re proud to contribute to Dallas’ reputation as a thriving tech hub,” CEO Sit said, “ensuring businesses and families alike have access to smarter, safer, and value-driven mobile technology.”

The company’s local efforts include pro-social partnerships as well. Last September, NUU and FC Dallas announced a partnership with Boys & Girls Clubs of Greater Dallas at Mesquite to launch an Imagination Station powered by NUU. The STEAM lab is aimed at empowering local youth by providing access to cutting-edge technology—inspiring creativity, enhancing digital skills, and unlocking the potential of the next generation of innovators.

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