When you sell users “unlimited” data plans, they sure expect a lot – and why wouldn’t they? But carriers aren’t hooking users up with such massive buckets of data out of the goodness of their hearts, and recently we’ve been seeing a number of networks start bumping up the rates for their unlimited plans. Verizon got this ball rolling in early October as we heard about unlimited data climbing $20 to $50 (for data alone). T-Mobile wasn’t far behind with its own price increase, and under the banner of Simple Choice Amped we saw its existing $80 unlimited plan rise to $95. AT&T isn’t about to be left out, and today shares word of a forthcoming rate increase for its own unlimited plan.
Grandfathered users who still have AT&T unlimited data plans will see their rates go up starting in February.
The good news is that compared to Verizon and T-Mobile’s actions, AT&T’s price increase is relatively minor: users will pay just five dollars a month more than they are now – moving from $30 to $35.
If this increase is just too much to bear, users are free to end their service without any ETF – though with good unlimited data plans as hard to come by as they are, this one might be worth holding on to.