T-Mobile is taking drastic measures to retain customers amid high switching activity and growing competition.
After previously rolling out freebies and device promotions to boost loyalty, the carrier has now launched two new phone plans to keep customers from fleeing.
Early last year, T-Mobile announced price hikes for its older phone plans and raised a key fee that customers pay on their bills, sparking backlash. It also omitted fees and charges from its phone plan price and booted selected customers from 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 rate (the percentage of customers who canceled their service) rose 3 basis points year-over-year in the third quarter of 2025.
The tariff of the phone plan has been a major pain point for consumers across the country. 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 prices, T-Mobile is at risk of losing 75.9 million customers.
T-Mobile is betting on new phone plans to stay competitive as consumers explore switching carriers. Shutterstock ·Shutterstock
Amid that 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 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 rows of Experience More with Appreciation Savings, it starts at $120 per month; three to eight rows add $30 each, and nine to 12 rows add $40 each.
The prices of three or more lines match the prices of the Experience More plan, which means that the savings on the new plan are really concentrated on the first two lines.
Related: T-Mobile Changes Bold Phone Plan After Customer Losses
It’s also important to note that trade-in credits for Experience More with Appreciation Savings are equivalent to those offered in Experience More (55+, First Responder and Military).
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 like a five-year price lock guarantee, a free Netflix subscription, and Apple TV+ for $3 a month.
The second phone plan released by T-Mobile 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 $12 more per month.
However, there are several catches that customers should be aware of. First, the loyalty plan does not offer unlimited high-speed data; is limited to 50 GB. There’s also 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 miss out on perks like a five-year price lock guarantee and subscriptions to Netflix and Apple TV. The plan is also not eligible for the free line, and customers receive “up to $830 off targeted promotions” on device trade-in values, according to the internal document.
The loyalty plan seems to be largely beneficial for consumers looking for family plans at lower prices. 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 a month for three lines with autopay. Basically, each line is $46 for families, plus taxes and fees.
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 per phone line for a year, and slashed 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 over the age of 55. The plan offers one phone line for $40 per month and two phone lines for $35 per month, with autopay and paperless billing discounts enabled.
Amid growing competition, prices for wireless services have actually fallen over the past year, according to data from the US 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, the consumer is the one benefiting.”
It’s vital for T-Mobile to make its phone plans more attractive to consumers, as it currently faces stiff competition from smaller, lower-cost carriers such as MVNOs in terms of consumer satisfaction, according to a survey by Market Force Information.
About 65% of Americans use phone service 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 in customer experience metrics earned a score 42.8%.
Smaller wireless competitors shine, with Consumer Cellular at 73% and Visible at 63.9%.
In consumer loyalty rankings, T-Mobile ranked among the lowest performersjust above the 25th percentile. A handful of smaller carriers such as Consumer Cellular, Cricket and Visible floated above 75th percentile. Source: Market Force Information
David Murray, senior director of customer strategy at Market Force Information, said in a press release that “smaller, more nimble wireless carriers” are winning when it comes to “delivering superior customer experiences.”
“While cost and coverage are always key factors, today’s consumers place more importance on ease of service and overall satisfaction with their provider,” Murray said. “Top performers set the bar for both customer experience and loyalty.”
Related: Verizon CEO shifts gears after 2.25 million customers leave
This story was originally published by TheStreet on February 7, 2026, where it first appeared in the Retail section. Add TheStreet as a favorite source by clicking here.
