BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB)’s Z30 phablet has been available in the U.S. since November, 2013. But the only way to get the device was Verizon Communications Inc. (NYSE:VZ), which many considered a strange move from BlackBerry. The Canadian company announced yesterday that it has started selling unlocked GSM models of its BlackBerry Z30 device directly to U.S. consumers. People can buy the phablet from BlackBerry’s official store ShopBlackBerry.com for $499.

BlackBerry Z30

BlackBerry Z30 compatible with 4G networks like AT&T and T-Mobile

BlackBerry Ltd says the all-touch Z30 is its fastest, biggest and most advanced smartphone. The handset sports a 5-inch 720p display. It is powered by quad-core Snapdragon S4 Pro processor with a clock speed of 1.7GHz. Z30 has an 8MP main shooter and a 2MP front camera. It’s GSM-based, so it’s compatible with 4G LTE and 4G networks such as T-Mobile US Inc (NYSE:TMUS) and AT&T Inc. (NYSE:T). The Z30 has a 2880mAh battery, the largest battery on a BlackBerry smartphone.

ShopBlackBerry also has a wide variety of accessories for the Z30 smartphone including chargers, audio peripherals and carrying solutions. It’s always a good idea to buy unlocked smartphones directly from the manufacturer. Sony Corporation (NYSE:SNE) (TYO:6758) has already been selling its Xperia devices directly to customers. It’s definitely not the way most U.S. consumers purchase their smartphones. But many consumers still prefer it.

BlackBerry still struggling to gain a foothold in the U.S.

BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) has been struggling to gain a foothold in the United States as consumers increasingly opt for iPhones and Galaxy S-series devices. Many have argued that the Canadian company’s smartphone battle is over. But BlackBerry is fighting back with everything it’s got. The company is launching a low-cost Z3 smartphone in Indonesia next month, and subsequently in other emerging markets. But the U.S. market remains a big challenge for BlackBerry.

BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) shares rose 0.94% to $9.64 at 12:43PM EDT.