American telecom giant Verizon has introduced its “simpler plans,” under which it will be dropping activation and upgrade fees, apart from unveiling a new loyalty program offering discounts and perks for its customers.
Verizon is aggressively competing with AT&T and T-Mobile in the saturated US telecoms market. The industry players have extended device subsidies, added plan discounts, and increased network infrastructure spending.
As per Verizon, its new program will offer customers 3% back on bills from July 2026 that can be used toward new phones or at consumer brands like Sephora, Hilton, Marriott, and Starbucks.
The USD 40 activation fee, which Verizon raised from USD 35 recently, and the USD 40 upgrade fee, which comes during switching to a new device, have been eliminated.
However, customers will need to sign up for Verizon’s new free loyalty program to benefit from the fee removal. The program draws obvious comparisons to T-Mobile Tuesdays, which has been in operation for a decade.
All the postpaid Verizon customers on all phone and connected device plans will be able to opt in to the company’s loyalty program, apart from avoiding activation and upgrade fees. the company is also offering perks like free Starbucks coffee, a Dunkin’ Donuts treat or FIFA World Cup 2026 merchandise.
Under new its CEO Dan Schulman, Verizon in April raised its annual profit forecast. The program would not change its 2026 financial guidance, the venture stated further.
“We’re fundamentally reshaping Verizon inside and out to put the customer at the center of everything we do. We’re listening, designing for them, and moving faster than we ever have before,” Schulman said.
Verizon Simplicity, priced at USD 45 per line with a promotional rate of USD 30 for switchers, will enable its customers to receive full access to the telecom giant’s 5G network with no upcharge, along with 10 GB of mobile hotspot, roaming in Canada and Mexico, and satellite texting.
Customers will be able to add optional bundles and two upgrade tiers, “Simplicity Plus” at USD 35 extra per month and “Simplicity Pro” at USD 50. However, the plan excludes multiple-line discounts, and customers with remaining device trade-in credits will have to forfeit them by switching.
Verizon also launched “Verizon One,” a combined home and mobile plan priced at USD 70 a month with taxes and fees included. The package, catered to new customers only, pairs either a 500 Mb/s Fios fiber connection or 5G Home fixed wireless service with an unlimited 5G wireless plan, though hotspot use is not included.
Verizon’s latest package will pit it against AT&T in terms of offering discounted bundles combining high-speed broadband and wireless plans, a strategy aimed at boosting customer retention.
T-Mobile had already tested successes with its loyalty programs, offering perks and aggressive marketing along with its plans that bundle Netflix, Apple TV, and Hulu with five-year price guarantees.