O2 wanted to put up the mast in the residential area of Kings Hill.

Some residents protested against the proposals; O2 says it pulled out because the land is owned by the town council, which did not offer support.

An O2 spokeswoman said they would now be seeking alternative sites in the town: "The masts are expensive and we only put them where they are needed."

She added: "All operators face the anomaly that people want to use their mobiles, but don't want the masts that make them work."

A spokeswoman from Swindon Borough Council said: "The licence notification for the proposed phone mast at the bottom of Kings Hill has been withdrawn and so the council will not be asked to make a decision.

"The council received 46 letters of objection regarding the proposed phone mast."