AT&T and T-Mobile Announce Price and Fee Hikes Amid Rising Wireless Competition

AT&T warned customers about price increases for retired unlimited plans while losing 255,000 prepaid users in Q4 2025, reflecting intensified competition and pricing pressures. T-Mobile plans to add a $35 device connection fee starting March 27 and has already raised prices, contributing to a rise in customer churn from 0.86% to 0.93% year-over-year. Both carriers face growing subscriber losses as consumers seek more affordable wireless options, signaling a critical need to balance pricing strategies and customer retention.