At&t hikes prices on legacy unlimited plans, adds hotspot data

AT&T is raising prices on its legacy unlimited wireless plans, but the carrier is offering an extra 20GB of mobile hotspot data per month to soften the blow.

Legacy plans to see $10 monthly increase

Starting in March, the cost of individual legacy unlimited plans will rise by $10 per month, according to an AT&T support page. Family plans with multiple lines on legacy unlimited plans will see a $20 monthly increase.

The higher prices are aimed at maintaining AT&T's network quality and customer experience, the carrier explained.

At&t's q4 churn rate a warning sign

AT&T's decision to hike prices on legacy plans comes as the carrier struggles with customer attrition. In the fourth quarter of 2025, AT&T's postpaid phone churn rate spiked to 0.98%, a 13 basis point increase year-over-year.

This trend has been ongoing, with churn rates rising from 0.87% in Q2 2025 to 0.98% in Q4, a 13 basis point increase.

CEO John Stankey needs to develop a clear brand identity for AT&T, distinct from competitors like T-Mobile and Verizon, which have successfully marketed themselves with memorable campaigns.

Rebranding could help AT&T regain traction in a competitive wireless market where customers are increasingly loyal to carriers that offer them a sense of value and loyalty.