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Verizon Adopts T-Mobile’s Controversial ‘Price Lock’ Strategy for a Limited Time Offer

Posted on 4 April 2025

T-Mobile’s “Un-carrier” initiatives between 2013 and 2020 reshaped the US wireless industry, and now Verizon is attempting to carve out its own path in this competitive arena. With a recent and unexpected announcement, Verizon aims to enhance its “customer-first strategy” and set new industry precedents, especially following recent missteps by T-Mobile.

Interestingly, while T-Mobile is no longer able to use its “Price Lock” slogan, Verizon has adopted the concept for a new three-year program available to new and existing customers on select plans. Under this initiative, Verizon guarantees that the monthly rate will remain unchanged for 36 months, providing peace of mind for users who subscribe to the myPlan or myHome services.

Existing customers are automatically enrolled, while new customers will gain access upon signing up. However, it is important to note that this price lock does not apply to taxes, fees, or additional perks, which remains a potential drawback.

Still, it signifies a significant shift for Verizon, which once faced criticism for its pricing strategies. They are now being upfront about the potential for taxes and fees to rise.

Verizon’s new strategy includes an enticing offer for those looking to upgrade their devices. Customers can receive devices from major brands like Apple, Google, or Samsung at no cost—once they trade in any old phone, regardless of its condition.

This could potentially yield substantial savings, especially on popular models such as the Galaxy S24 FE, iPhone 16e, or Pixel 9a. Moreover, Verizon enhances its myPlan with benefits like free satellite texting and competitive streaming options, alongside added perks for customers who consolidate their myPlan and myHome accounts, including a free router and monthly discounts.

These offerings potentially position Verizon favorably against T-Mobile. With such appealing promotions, the competition in the telecommunications space is likely to intensify, signaling that more deals from both companies are on the horizon.

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