This week, we reported that AT&T has maintained an impressive customer loyalty rating for 17 years straight. The brand has remained competitive against juggernauts like T-Mobile and Verizon by heavily investing in its network and new technologies in order to ensure it delivers exceptional service and features.
So, it comes as a bit of a surprise that the carrier is looking to raise prices on its loyal customers, mainly those who retain legacy plans. AT&T announced the upcoming changes through its own support website, shedding light that this will all start in April 2026 (via Android Authority).
So, how much more are plan prices going up?
The increase in prices will be for those who are on the brand’s “retired unlimited wireless plans.” Those with a single line of service should expect to pay an additional $10/month going forward, while those on multi-line plans will pay an additional $20/month. It’s not exactly a small amount of money, and a surprising increase.
As far as why this is happening now, well, AT&T states that these increases “helps us continue providing reliable network service, quality products, and great customer experiences.” Now, this isn’t exactly the news you want to hear if you’re someone on a legacy plan, but AT&T does share that because of the price increase, users on those plans will get an “extra 20GB of hotspot data per month.”
So that’s something. What’s also interesting is that it appears like the brand is trying to push customers from these legacy plans to some of its new ones. On the help page, the brand has a tool that will help you compare plans, while also highlighting some of the details of its latest plans, like Premium 2.0, Extra 2.0, and Value 2.0.
Naturally, this is something you’re going to want to look into, especially if you’re going to be charged more for your older plan. But, since this is a competitive space, it might even be a good idea to check out the competition as well. T-Mobile and Verizon offer excellent coverage, plans, and perks.
Or if you’re really looking to save, you can always go with an MVNO. But for the most part, wireless carriers have all gotten much better over the past decade, with a majority offering excellent coverage and speed in most areas. So, if you’re thinking about changing carriers, now’s going to be an excellent time to do it.
