A method for dynamically provisioning virtual subscriber identity modules (SIMS) to enable a user equipment (UE) to use a service from a service provider. The method can include a UE transmitting a user request to a virtual SIM marketplace. The virtual SIM marketplace can receive a plurality of service offers from a plurality of service providers. The virtual SIM marketplace can match details in the user request with offers made by the plurality of service providers. When a match is found, the virtual SIM marketplace can send user information from the user request to the matching provider. The provider can then send a SIM over-the-air (OTA) message to the UE. The UE can use the SIM-OTA message to enable the UE to provide a user device service on the provider's network.