If the upgrade was done on the phone it's usually immediately.
Any other method can take up to 48 hours as the changes need to be manually input by agents.
If you have new equipment as well then the upgrade won't complete until the new equipment has been activated.
If it's a speed upgrade with the same hub you can try rebooting the hub.
If it's channel changes you can try and force an update using your remote control. Press HOME > Help & Settings>Help> VirginTV > go up to the top of the screen then TV Care and press OK > Missing Channels.? > Refresh my channels list
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