Vodafone is behind applications to build mobile phone masts at five planned sites in the Malvern Hills area.
At Stiffords Bridge, near Cradley, an application to put up a 21m mast has been submitted to Herefordshire Council.
Glen White, manager of the nearby Prancing Pony pub, said he thought the mast was a good idea.
"I can never get a signal on my phone down here and it's necessary for the business," he said.
At a planning committee meeting on Tuesday Cradley Parish Council decided it would raise three issues with Hereford Council.
It felt the mast should be a single colour, had concerns about the mast's effect on the residents of Pontic Cottage and workers at Millbank Garage and said there should be an agreement that the mature tree cover at the site be maintained.
Plans have been also been submitted for an 18-metre mast at Hollybush. Vodafone erected a replica mast in the village in August but residents were unhappy when it was not put where they expected.
The application now submitted is for a mast adjacent to land on Upper House Farm, the site where the replica mast was erected.
Vodafone has also applied to Herefordshire Council to erect an 18m high mast at Chance's Pitch off the A4449.
Colwall Parish Council's planning committee has decided to visit the site on November 22 before passing on its comments to Herefordshire Council.
An application for a mobile phone mast at Mayall Farm, Watery Lane, Malvern, has also been submitted.
This is for an 18-metre high mast, along with two equipment cabinets within a fenced compound.
Meanwhile, an application for a 18-metre high mast at Underhills Farm, Pendock, will be decided at a Malvern Hills District Council planning meeting on Wednesday.
Berrow Parish Council has warned of "considerable disquiet" about the effects on the health of the population, although it is not formally objecting to the plan. Pendock Parish Council has formally objected.
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