T-Mobile is taking drastic measures to retain customers amid increased switching activity and increasing competition.
After previously launching free offers and device promotions to boost loyalty, the operator has now launched two new mobile phone plans in a bid to stem customer churn.
Early last year, T-Mobile sparked a backlash when it announced it was raising prices on its older cellphone plans and raising a key fee customers pay on their bills. It also omitted taxes from cellphone plan pricing and dropped some customers from older cellphone plans without permission.
The changes seemed to have a domino effect, with T-Mobile later revealing in its latest earnings report that its postpaid phone churn rate (the percentage of customers who canceled service) surged 3 basis points year over year in the third quarter of 2025.
Cell phone plan pricing has been a major pain point for consumers across the country. Last year, a WhistleOut survey found that T-Mobile customers spent an average of $68 per month on a single-line phone plan. T-Mobile is at risk of losing 75.9 million customers due to overpriced phone plans.
T-Mobile is betting on new phone plans to stay competitive as consumers look to switch carriers. Shutterstock ·Shutterstock
Amid this risk, T-Mobile quietly rolled out a new phone plan called “Experience More with Appreciation Savings,” which is available to qualifying customers at an unknown standard, according to internal documents obtained by The Mobile Report.
This plan is similar to T-Mobile’s Experience More plan, but more affordable. Single lines for Experience More with Appreciation Savings start at $75 per month, while single lines for Experience More start at $85 per month.
Two lines to experience more value-added services start at $120 per month; lines 3 to 8 add $30 each, and lines 9 to 12 add $40 each.
Prices for three or more lines match those of the Experience More plan, meaning the savings on the new plan are actually concentrated on the first two lines.
RELATED: T-Mobile makes bold phone plan changes after customer churn
It’s also important to note that the trade-in points for Experience More with Appreciation Savings are the same as those offered for the Experience More (55+, First Responder and Military) versions.
This new plan is also eligible for the free lines offer. This means customers who already have free lines on other phone plans can transfer them to this plan if they switch to the Experience More Plus plan.
The plan also includes perks like a five-year price lock guarantee, a free Netflix subscription, and $3 per month Apple TV+.
The second cellphone program T-Mobile has launched is the loyalty program, which has been around for a while as a reserved offer.
The plan costs $65 per month for a single line and $120 per month for two lines. For 3 to 8 lines on this plan, there is an additional $12 per line per month.
However, there are several issues that customers should be aware of. First, the loyalty program doesn’t offer unlimited high-speed data; it’s capped at 50 GB. Plus, there’s no high-speed hotspot data; customers only get unlimited 3G. This plan also doesn’t offer high-speed data in Canada or Mexico.
Customers also lose access to perks like the five-year price lock guarantee and Netflix and Apple TV subscriptions. The program also doesn’t qualify for free lines, and customers can receive “targeted promotional offers of up to $830” based on the device’s trade-in value, according to internal documents.
Loyalty programs appear to be very beneficial to consumers looking for low-priced family plans. Customers can access it by contacting T-Mobile’s retention department.
Both plans come shortly after T-Mobile launched its “Better Value” phone plans last month, which start at $140 per month with autopay available on all three lines. Basically, households are charged $46 per line, plus tax.
T-Mobile is further courting price-conscious consumers with recent changes to its cell phone plans, while Verizon and AT&T are also ramping up efforts to attract and retain customers.
For example, in November, Verizon offered 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 lowered prices on its Netflix and HBO Max streaming services.
AT&T launched its new AT&T 55+ plan last year, aiming to attract customers 55 and older. This plan offers one phone line for $40 per month, two phone lines for $35 per month, and activates autopay and paperless billing discounts.
Amid growing competition, the price of wireless service has actually declined over the past year, according to the U.S. Bureau of Labor Statistics.
“There’s a perfect storm going on in wireless right now, and the consumers are the ones benefiting from that change,” MoffettNathanson analyst Craig Moffett told The Washington Post in December.
A survey by Market Force Information shows that it is critical for T-Mobile to make its cell phone plans more attractive to consumers because it currently faces fierce competition from smaller, lower-priced cell phone operators such as MVNOs when it comes to consumer satisfaction.
about 65% of Americans use phone service from the “big three” carriers: Verizon, T-Mobile and AT&T, for a fee over $100 Monthly wireless service.
T-Mobile’s overall brand performance scores on customer experience metrics 42.8%.
Smaller wireless rivals shine, consumer cellular networks lead 73% and can be found in 63.9%.
T-Mobile tops consumer loyalty rankings worst performerslightly above the 25th percentile. A handful of smaller carriers, including Consumer Cellular, Cricket and Visible, lingered more than 75th percentile. Source: Market Forces Information
David Murray, senior director of customer strategy at Market Force Information, said in a press release that “smaller, more agile wireless carriers” are winning when it comes to “delivering a superior customer experience.”
“While cost and coverage will always be key factors, today’s consumers place greater emphasis on convenience of service and overall satisfaction with their provider,” Murray said. “The top-performing companies set the benchmark in both customer experience and loyalty.”
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This article was originally published by TheStreet on February 7, 2026, and first appeared in the Retail section. Click here to add TheStreet as your preferred source.
