T-Mobile still offers unlimited data plans for new customers, but that may not be the case for much longer. Speaking at a conference earlier this month, CFO Braxton Carter said the company is already pushing customers away from unlimited data in multiple ways.
Last November, T-Mobile quietly raised the price on its unlimited data plan, while also increasing the amount of data customers could use for tethering. “We’ve had, and continue to have, a strategy of pivoting away from unlimited,” Carter said.
New services like Binge On and Music Freedom also make it a lot easier for T-Mobile customers to get by on limited data. According to Carter, the carrier is already seeing a surge in data use thanks as a result. “The leash is off, and they’re certainly consuming more,” he said.
The T-Mobile exec admits that unlimited data helps attract new customers each year. Still, it sounds like the carrier will continue to raise the price for those plans at the very least, even if it doesn’t kill them off entirely just yet.