Last week, Verizon (VZ) ignited uproar from customers after it pulled the plug on several beloved discounts at a time when phone bills are creeping up in price.

Several Verizon customers took to social media to flag that they received emails from the phone carrier warning them that their loyalty discounts will be removed from their accounts next month. These discounts, which usually ranged between $10 and $40, were renewable and were provided to keep customers from switching providers.

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Many customers were livid about the change; some even threatened to cut ties with the company. It is no surprise that customers were upset, since higher prices for phone services are becoming a growing reality.

Related: Verizon revokes generous offers, angering customers

According to a recent report from Doxo, the average amount of money 94% of Americans spent on phone bills per month last year is $121, a 2% increase from what they spent monthly in 2023.

The move from Verizon comes after it issued several price hikes for its phone plans. In March last year, Verizon increased the prices of its 5G Start, 5G Play More, 5G Get More, and 5G Do More plans by an extra $4 a month. 

Then, in January this year, it raised the monthly prices for myPlan and New Verizon Plan accounts due to “rising operational costs.”

Verizon is offering a deal to customers planning to leave the carrier.

Image source: Mordant/Bloomberg via Getty Images

Verizon makes bold move to keep customers from leaving

Amid the backlash over the upcoming removal of loyalty discounts, Verizon customers recently took to social media to flag that the company is trying to make amends.

According to a recent Reddit post, a Verizon customer revealed that the company randomly sent them a pop-up through the My Verizon app offering them $20 off per phone line for 12 months.

“Just got a pop up from my Verizon app saying for a limited time every active phone line on your account is eligible for a $20/mo discount for 12 months,” wrote the customer in the post. “Tap to reach a rep. Too bad I’ll be leaving very soon.”

Related: Verizon discontinues free customer perk from phone plans

In the comment section under the post, other Verizon customers said that they received the same offer after they requested a transfer pin (a code given to customers planning to leave and join another phone carrier) through the My Verizon app.

“I got offered $20 per month for 1 year as I am trying to port my number away. Still leaving though,” wrote one customer in the comment section.

“I got that same offer 2 minutes after I requested a transfer pin. We’re still leaving because (of) various reasons, including getting first responder speed/discount, but it may be a tactic for people to try as it definitely was for them trying to keep our service,” wrote another customer.

More fleeing customers exacerbates a growing problem for Verizon

The influx of customers planning to leave the company comes after a Reddit post earlier this month sparked speculation that Verizon plans to increase prices and remove several discounts on Sept. 1.

It stated that Verizon was planning to raise its device activation fees from $35 to $40, which the company later confirmed on its website. However, the change appears to be immediate.

The post also said that the phone carrier will be increasing the monthly price of its tablet plan by $5. Some customers have flagged on social media that they recently received an email about this change.

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In addition, Verizon’s monthly Administrative and Telco Recovery fee will allegedly increase from $3.50 to $3.78 per line for voice customers and from $1.60 to $3.97 per line for customers with data-only plans.

To add fuel to the fire, Verizon also announced a week ago that customers on its 5G Get More and 5G Play More plans will no longer have access to free Apple Arcade and Google Play Pass subscriptions, starting Sept. 22.

The last thing Verizon needs is more customers pulling the plug on phone service. In the second quarter of this year, Verizon lost about 51,000 postpaid phone customers. 

Also, its wireless postpaid phone churn (the number of customers who cut phone service) remained flat at 0.9% compared to the previous quarter.

During an earnings call on July 21, Verizon Chief Financial Officer Tony Skiadas said that the company is doubling down on improving its customers’ “loyalty and retention” by providing them with more personalized support and value.

“We have taken a series of actions to address our elevated churn,” said Skiadas. “On June 24th, we launched initiatives designed to improve the customer experience, including leveraging AI for more personalized support. In addition, we continue to enhance our value proposition and build customer loyalty through the best value guarantee. We provide exclusive access to the best events and experiences, and our Refresh app helps customers maximize the value of their plans.”

Related: T-Mobile boots customers off yearslong offers without asking