AT&T raises unlimited data pricing as carriers push users away from grandfathered plans

AT&T is increasing the price of its grandfathered unlimited data plans by $5—just like it did in 2016.

AT&T says that if you like your unlimited data plan, you can keep your unlimited data plan, but it will cost you an extra $5 per month. Just as it did in early 2016, AT&T is raising the price for subscribers still on unlimited data plans, as first reported by DSL Reports. AT&T’s unlimited data plans were originally a tool to encourage people to get an iPhone during the early days of the modern smartphone era.

Starting March 2017, AT&T subscribers with unlimited data plans will have to pay $40 per month instead of $35. AT&T isn’t the only carrier hoping to reduce its roster of grandfathered plan subscribers. Verizon is currently weeding out data hogs that use more than 200GB of wireless data per month.

The impact on you at home: AT&T’s increase is minor by comparison to Verizon’s act, nevertheless the strategy is clear. If AT&T continues to raise unlimited data plans by $5 or more every year eventually it will become cheaper to dump the old plan for one of AT&T’s new data buckets—though that time may be quite a few years away.

Pushing and throttling

AT&T’s current data plans start at $80 for 10GB of data that can be shared across multiple devices. When AT&T raised the price of the unlimited plan in 2016 it said that anyone who was displeased with the increase could switch to a currently offered plan or cancel their contract without incurring any early termination fees

Price hikes aren’t the only measures AT&T uses to keep its unlimited plan subscribers under control. In September 2015, AT&T announced it would throttle unlimited users after they used more than 22GB in a given month.

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Tags at&t

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Ian Paul

PC World (US online)
Show Comments

Essentials

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?