Summary (tl;dr)

Verizon is rolling out new promotions, including waived activation fees and e-gift cards, for new customers after recently increasing the price of its Unlimited Ultimate wireless plan, aiming to counter customer losses and intense market competition.

Essential Background

In recent years, Verizon has faced increasing customer churn, losing over 2.25 million subscribers in the past three years, amid rising competition in the wireless market. CEO Dan Schulman acknowledged that past price increases without corresponding value had "irritated" customers and contributed to departures. Prior to the most recent change, Verizon made several price adjustments in 2025 across various plans and services, including increasing activation fees and streaming bundle costs.

The Full Story

Verizon quietly raised the monthly price of its Unlimited Ultimate plan by $5 for new customers, effective May 7. Following this price hike, and in an apparent effort to address customer dissatisfaction and stem subscriber losses, the company introduced new promotional offers. These incentives include waiving the standard $40 activation fee for customers who add a new device line or bring their own device on Unlimited Welcome, Unlimited Plus, or Unlimited Ultimate plans, provided the line is added online. Additionally, Verizon is offering a $100 e-Gift card to customers who purchase a new smartphone and add a new line to any of these three Unlimited plans, also as an online-exclusive deal requiring a redemption claim. The updated Unlimited Ultimate plan for new subscribers also now includes Identity Secure and Verizon Family Plus features, which Verizon states add $15 in monthly value for the $5 price increase.

Why It Matters

These keywords are trending as they highlight Verizon's strategic balancing act between increasing revenue and retaining its customer base in a highly competitive wireless market. The company's move to raise prices while simultaneously introducing promotions indicates its struggle to justify higher costs to consumers who are increasingly price-sensitive and willing to switch carriers for better value. Customer reactions suggest a skeptical view of the price hike, with nearly half of polled individuals believing it signals further financial challenges for Verizon. The success of these new promotions in attracting and retaining customers will be a key indicator of Verizon's ability to navigate consumer demands for both affordability and added service value.

Geographic Location

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