Over the past few months, T-Mobile (TMUS) has been rolling out generous offers for customers back-to-back after it recently spotted a spike in concerning customer behavior.
During the first quarter of this year, T-Mobile saw its postpaid phone churn (the number of customers who cut their phone service) increase by 5 basis points year-over-year. It also attracted 6% fewer new postpaid phone customers than it did during the same quarter in 2024.
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The loss in customers comes after T-Mobile hiked the prices of its older phone plans (One, Magenta, Simple Choice, and Go5G 55) by $2 or $5 per line last year. Then in April, it issued another price increase for some of its legacy plans, raising monthly prices by $5, and raised its monthly Regulatory Programs & Telco Recovery fee.
Related: T-Mobile announces wild new offer to keep customers from leaving
During an earnings call in April, T-Mobile CEO Mike Sievert said that customers are increasingly upgrading phones and switching carriers due to heightened competition and “uncertainty about the future” of the economy.
T-Mobile doubles down on deals and perks to stem a loss of customers.
Image source: Anna Moneymaker/Getty Images
T-Mobile has a new generous offer for customers, but there’s a catch
As customers switch gears, T-Mobile has focused on reversing this trend by rolling out new deals and making exclusive perks for customers through its T-Life app more generous.
For example, just last month, T-Mobile began offering customers a free DoorDash subscription (DashPass) through the T-Life app. A DashPass subscription usually costs $10 per month or $120 annually.
This week, T-Mobile has launched a new T-Mobile Tuesdays perk through its T-Life app that offers most customers a six-month free trial of Apple TV+, which usually costs $9.99 per month. The deal is available for each line per account.
Related: Verizon’s move to slow down fleeing customers raises alarm bells
Currently, T-Mobile offers a free Apple TV+ subscription for customers on its more expensive phone plans, such as Experience More, Magenta MAX, Go5G Next, etc. This new deal extends that benefit to more customers, but for a limited time.
Customers can even still keep the Apple TV+ free trial, even if they cancel it right after they claim it through the app. This prevents users from suffering the consequences of forgetting to cancel their free trial before the six months are up.
T-Mobile also warns customers that the deal is “limited quantity available on a first-come first-served basis.” So heightened consumer interest can cause the offer to quickly disappear in the app.
T-Mobile Tuesdays perks have previously angered customers
T-Mobile Tuesdays perks have been known to cause chaos. In May, T-Mobile had to quickly end its Uber Eats offer, which gave customers $25 off any Uber Eats order of $30 or more, in response to “high demand.”
This move infuriated customers, who claimed they weren’t aware that the offer had limited availability.
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In March, T-Mobile swiftly ended (in less than 24 hours) a T-Mobile Tuesdays deal that allowed customers to buy a three-piece chicken tender combo from Wingstop for only $0.01.
The harsh decision came after many customers took to social media to reveal that the offer was causing ridiculously long lines at Wingstop locations nationwide. Many customers were frustrated that the offer ended early, with some even calling the deal a “scam.”
In response to the backlash, T-Mobile apologized to customers, emphasizing that it faced record-high demand for the deal.
Related: Costco to make generous offer to frustrated phone customers