Optus launched its Innovate Reconciliation Action Plan (RAP) this week, committing the communications giant to "embedding reconciliation" into the business.

The company said the RAP builds on the foundations of the Optus Reflect RAP and represents a move toward "deeper, more embedded change".

Optus said that through co-design and First Nations expertise, it is "working to build trust, support community-led priorities and deliver meaningful social, cultural and economic outcomes".

The RAP contains 72 actions to which the company has committed over two years, including a commitment to participate in the Beyond 3 per cent program supporting systemic underinvestment in First Nations owned media and continued support for greater mobile coverage and resilience under the federal government's co-investment programs.

It also includes wide ranging initiatives to address digital inclusion, cultural awareness within the organisation, employment and procurement opportunities.

Optus CEO Stephen Rue said "at Optus, we believe reconciliation is everyone's responsibility".

"Our Innovate Reconciliation Action Plan builds on the foundations we have established and sets a clear path for how we will strengthen relationships, create opportunities and deliver meaningful outcomes for First Nations peoples," he said.

"We know trust is built through action. That is why this RAP focuses on accountability, partnership and sustained commitment, ensuring reconciliation is embedded in the way we operate as a business.

"While we know there is more to do, we are committed to listening, learning and working alongside First Nations peoples to create positive and lasting impact for our people, customers and communities."

In June last year, the company admitted to unconscionable conduct that saw vulnerable and largely First Nations customers in remote areas pressured into buying phone products they neither needed nor could afford, with more than 400 customers involved across several stores between August 2019 and July 2023.

On launching its Innovate RAP this week, the company said it "acknowledges where Optus has fallen short, recognises what has been learned, and commits Optus to sustained improvement through stronger governance, leadership accountability and cultural integrity".

Optus acknowledged Reconciliation Australia's support in developing Innovate RAP.

"We remain committed to making meaningful progress on reconciliation, with the RAP guiding how we embed this commitment through action," the company said.