Verizon targets wireless customers with new simpler plans, drops some fees

Verizon targets wireless customers with new simpler plans, drops some fees A contract crew from Verizon installs 5G equipment on a tower in Orem · Reuters David Shepardson Tue, June 16, 2026 at 1:03 PM GMT+2 2 min read VZ T TMUS MAR SBUX By David Shepardson WASHINGTON, June 16 (Reuters) - Verizon is aiming to attract customers by offering simpler plans, dropping activation and upgrade fees and unveiling a ‌new loyalty program offering discounts and perks. The U. S.

company is aggressively ‌competing with AT&T and T-Mobile in the saturated U. S. telecoms market, where network providers have extended device ​subsidies, added plan discounts and increased network infrastructure spending.

More from Yahoo Scout How is Verizon competing with AT&T and T-Mobile? What are Verizon's new simplified plan structures? How will these changes impact Verizon's financial outlook?

What new features does Verizon's loyalty program offer? Verizon said its new program will offer customers 3% back on bills from July that can be used toward new phones or at consumer brands like Sephora, Hilton, Marriott and Starbucks. Alfonso Villanueva, interim CEO of ‌Verizon Consumer Group and Verizon ⁠chief transformation officer, told Reuters the move is about making it simpler and more flexible for customers.

"How do we create a value ⁠proposition that makes sense for every cohort? " Villanueva said in an interview, adding: "We are convinced that our retention will be even higher". Verizon said postpaid customers on all phone and ​connected device ​plans can opt in to its loyalty ​program and avoid activation and ‌upgrade fees.

It is also offering perks such as free Starbucks coffee, a Dunkin' Donuts treat or FIFA World Cup 2026 merchandise. Its new "Simplicity" plan will drop network tiers and another will combine Mobility and Home on one bill with taxes and fees included. Under new CEO Dan Schulman, Verizon in April raised its annual profit forecast.

‌It declined to say how much the changes ​announced on Tuesday would cost but they are expected ​to be accretive to revenue. ​The program would not change its 2026 financial guidance, Verizon said. Like ‌AT&T, Verizon has leaned into discounted ​bundles combining high-speed broadband ​and wireless plans, a strategy aimed at boosting customer retention.

T-Mobile has had success with its loyalty programs offering perks and aggressive marketing along with its ​plans that bundle Netflix , Apple ‌TV and Hulu with five-year price guarantees. Last month, Verizon cut several ​hundred jobs after saying in November it was cutting more than 13,000.