Verizon (VZ) has made some controversial changes to its phone plans over the past year.
In March last year, Verizon increased the prices of its 5G Start, 5G Play More, 5G Get More, and 5G Do More plans by an extra $4 a month.
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Then, in January this year, it raised the monthly prices for myPlan and New Verizon Plan accounts due to “rising operational costs.”
Related: Comcast takes drastic action as customers rapidly cut service
Verizon’s second-quarter earnings report for 2025 revealed that it lost 51,000 postpaid phone customers during the quarter. Also, its wireless postpaid phone churn (the number of customers who cut phone service) remained flat at 0.9% compared to the previous quarter.
During an earnings call on July 21, Verizon CEO Hans Vestberg admitted that recent price increases and heightened competition contributed to customers ending their phone service.
“The wireless market remains competitive, and we continue to take a strategic approach,” said Vestberg. “As expected, postpaid churn remained elevated this quarter, reflecting the lingering effects of our pricing actions and ongoing pressure from federal government accounts.”
Image source: Mordant/Bloomberg via Getty Images
Verizon removes a generous offer for customers
As customers continue to pull the plug on phone service, Verizon has just made a move that threatens to exacerbate this trend.
The phone carrier has just announced that customers on its 5G Get More and 5G Play More plans will soon no longer have access to free Apple Arcade and Google Play Pass subscriptions.
Both subscriptions allow customers to access large catalogs of games on their mobile devices. Apple Arcade usually costs $6.99 per month, and Google Play Pass is $4.99 per month.
Related: Verizon’s plan to make switching harder for customers hits a snag
The company will discontinue the free perk on Sept. 22 and remove it from customer accounts on Sept. 25.
According to updates on Verizon’s website, customers with six months of free Apple Arcade or Google Play Pass on their accounts will be charged if the promotional period ends before Sept. 25, unless they cancel.
If it ends on or after Sept. 25, the subscription will be removed from their accounts, and they won’t be charged.
Verizon also flags that customers can access Apple Arcade if they sign up for a myPlan account and choose the Apple One perk.
Verizon also plans to pull a lever customers despise
The move from Verizon comes during a time when it reportedly plans to implement price hikes and remove a few loyalty discounts by Sept. 1.
This has frustrated customers who are sick of seeing phone service prices go up. According to a recent report from Doxo, the average amount of money 94% of Americans spent on phone bills per month last year is $121, a 2% increase from what they spent monthly in 2023.
More Telecom News:
- Verizon’s push to make switching harder for customers hits a snag
- T-Mobile announces generous offer for conflicted customers
- Amazon pulls the plug on a free service for customers
Verizon’s plan to increase prices and pull discounts and perks is a surprise, as it has recently been focusing on winning back customers amid heightened competition from rival phone carriers and cable companies.
During Verizon’s July 21 earnings call, Verizon Chief Financial Officer Tony Skiadas said that the company is doubling down on improving its customers’ “loyalty and retention” by providing them with more personalized support and value.
“We have taken a series of actions to address our elevated churn,” said Skiadas. “On June 24th, we launched initiatives designed to improve the customer experience, including leveraging AI for more personalized support. In addition, we continue to enhance our value proposition and build customer loyalty through the best value guarantee. We provide exclusive access to the best events and experiences, and our Refresh app helps customers maximize the value of their plans.”
Related: T-Mobile launches a cheap new service amid customer struggles
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