T-Mobile drops 2 new phone plans to stop customers from fleeing | Official Website of Louis Velazquez, entrepreneur, finance guy and tech innovator

T-Mobile is taking drastic action to retain its customers amid elevated switching activity and growing competition.

After previously rolling out free offers and device promotions to boost loyalty, the carrier has now launched two new phone plans to stop customers from fleeing.

Early last year, T-Mobile announced price increases for its older phone plans and raised a key fee that customers pay on their bills, sparking backlash. It also omitted taxes and fees from its phone plan pricing and booted select customers off of older phone plans without their permission.

These changes appeared to have had a domino effect as T-Mobile later revealed in its most recent earnings report that its postpaid phone churn (the percentage of customers who canceled their service) spiked by 3 basis points year over year during the third quarter of 2025.

Phone plan pricing has been a major pain point for consumers nationwide. Last year, a survey from WhistleOut found that T-Mobile customers spend an average of $68 per month on a single-line phone plan. Due to high phone plan pricing, T-Mobile risks losing 75.9 million customers.

T-Mobile bets on new phone plans to stay competitive as consumers explore switching carriers.

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T-Mobile launches new “savings” phone plan

Amid this risk, T-Mobile quietly introduced a new phone plan called Experience More with Appreciation Savings, which is available to eligible customers under unknown criteria, according to internal documents obtained by The Mobile Report.

This plan is similar to T-Mobile’s Experience More plan, but it’s more affordable. A single line on Experience More with Appreciation Savings starts at $75 per month, compared to $85 per month with Experience More.

For two lines on Experience More with Appreciation Savings, it starts at $120 per month; three to eight lines add $30 each, and nine to 12 lines add $40 each.

The prices of three or more lines match the Experience More plan prices, meaning the savings on the new plan are really concentrated on those first two lines.

It is also important to note that trade-in credits on Experience More with Appreciation Savings are equivalent to those offered on the Experience More (55+, First Responder, and Military) versions.

This new plan is also eligible for free line offers. This means that customers who already have a free line on another phone plan can transfer it to the Experience More with Appreciation Savings plan if they switch to it.

This plan also includes perks such as a five-year price lock guarantee, a free Netflix subscription, and Apple TV+ for $3 per month.

T-Mobile rolls out new Loyalty Plan

The second phone plan T-Mobile launched is a Loyalty Plan, which has been around for some time as a retention offer.

A single line on the plan costs $65 per month, while two lines cost $120 per month. For three to eight lines on the plan, it costs an extra $12 each per month.

However, there are several catches customers should be aware of. First, the Loyalty Plan offers no unlimited high-speed data; it caps at 50 GB. Also, there is no high-speed hotspot data; customers only get unlimited 3G. The plan also doesn’t offer high-speed data in Canada or Mexico.

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Customers also don’t get perks such as a five-year price lock guarantee, and Netflix and Apple TV subscriptions. The plan is also not free-line eligible, and customers receive “up to $830 off targeted promos” for device trade-in values, according to the internal document.

The Loyalty plan appears to be largely beneficial for consumers seeking lower-priced family plans. Customers can access it by contacting T-Mobile’s retention department.

The launch of both plans comes shortly after T-Mobile introduced its “Better Value” phone plan last month, which starts at $140 per month for three lines with autopay. Basically, each line is $46 for families, plus taxes and fees.

T-Mobile under pressure from rivals

T-Mobile’s move to further appeal to price-conscious consumers with its recent phone plan changes comes as Verizon and AT&T are also ramping up their tactics to attract and retain customers.

For example, in November, Verizon launched free iPhone 17 and Samsung Galaxy S25 deals. It also quietly rolled out loyalty discounts of up to $20 off per phone line for a year and cut the prices of its Netflix and HBO Max streaming perks.

AT&T launched its new AT&T 55+ Plan last year, aimed at attracting customers aged 55 and older. The plan offers one phone line for $40 per month, and two phone lines for $35 per month, with autopay and paperless billing discounts activated.

Amid growing competition, prices for wireless services have actually decreased over the past year, according to data from the U.S. Bureau of Labor Statistics.

Craig Moffett, an analyst at MoffettNathanson, told The Washington Post in December, “It’s a perfect storm in wireless right now, and for a change, it’s the consumer that is benefiting.”

It is vital for T-Mobile to make its phone plans more appealing to consumers, as it is currently facing tough competition from smaller, lower-priced phone carriers, such as MVNOs, in terms of consumer satisfaction, according to a survey from Market Force Information.

How Americans view T-Mobile’s wireless service:

About 65% of Americans use phone services from the “Big 3” carriers: Verizon, T-Mobile, and AT&T, paying more than $100 per month for wireless service.
T-Mobile’s overall brand performance across customer experience metrics scored 42.8%.
Smaller wireless rivals shine, with Consumer Cellular at 73% and Visible at 63.9%.
In consumer loyalty rankings, T-Mobile ranked among the lowest performers, slightly above the 25th percentile. A handful of smaller carriers, such as Consumer Cellular, Cricket and Visible, hovered above the 75th percentile. Source: Market Force Information

David Murray, senior director of client strategy at Market Force Information, said in a press release that “smaller, more agile wireless carriers” are winning when it comes to “delivering superior customer experiences.”

“While cost and coverage are always key factors, today’s consumers are placing more importance on ease of service and overall satisfaction with their provider,” said Murray. “The top performers are setting the bar in both customer experience and loyalty.”