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AT&T, one of the largest mobile carriers in the United States, has announced a price hike for its legacy unlimited plans. This change is set to take effect in August 2024. According to Android Authority, customers on single service lines will see a monthly price increase of $10. Meanwhile, those with multiple lines under their plan will experience a steeper increase of $20 per month.
AT&T is following in the footsteps of T-Mobile and Verizon
This move by AT&T follows similar actions by its competitors, T-Mobile and Verizon, who have also raised the prices of their plans recently. T-Mobile, for instance, increased the prices of their legacy plans by as much as $5 per line per month just a few weeks ago.
The specific AT&T plans affected by this price hike include a wide range of unlimited offerings. These are Unlimited & More Premium, Unlimited Choice Enhanced, Unlimited & More, Unlimited Choice II, Unlimited Plus, Unlimited Choice, Unlimited Plan, Unlimited Plus Enhanced, Unlimited Value Plan, and AT&T Unlimited Plan (with TV).
The mobile carrier is doing what it can to mitigate the backlash from customers
To mitigate potential backlash from loyal customers, AT&T is encouraging users to transition from older plans to newer ones in their catalog. Historically, price increases have often led to dissatisfaction and complaints from customers.
The carrier is increasing high-speed data and hotspot allowances for the affected plans. For instance, the AT&T Unlimited Choice, Choice II, and Choice Enhanced plans will now include 75GB of high-speed data and 30GB of hotspot data. For those opting for AT&T Unlimited Plus, Plus Enhanced, Unlimited & More Premium, and AT&T Unlimited (with TV), the plans will now offer 100GB of high-speed data and 60GB of hotspot data.
However, Android Authority reports that AT&T customers now face three primary options in response to this price change. They can choose to keep their current plan and accept the higher prices, switch to one of AT&T’s newer plans, or contact customer care to cancel their service entirely.
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