By Nicholas G. Miller

AT&T is offering a new value plan intended to attract customers focused on affordability as competition in the wireless market heats up.

The company's plan, called AT&T Value 2.0SM, is "an entry level plan for value-conscious customers," AT&T said. A one-line plan will cost $50 a line, while a four-line plan will run customers $30 a line.

The value plan is one of three new plans AT&T is introducing to give customers more value and flexibility and simplify the features they pay for, the company said.

AT&T, T-Mobile and Verizon have been locked in an intense battle to win over competitors' customers.

Verizon's "Bring Your Bill" campaign invites AT&T and T-Mobile customers to upload their bills or bring them in-store to get a competing Verizon offer.

Last November, T-Mobile rolled out "Easy Switch," asking AT&T and Verizon customers for their login and password to then check their rates with an automated tool and provide a personalized offer.

Last year, Verizon rolled out new price promotions in an attempt to win subscribers from competitors, raising fears of a potential price war in the industry.

Write to Nicholas G. Miller at nicholas.miller@wsj.com.

(END) Dow Jones Newswires

March 13, 2026 07:45 ET (11:45 GMT)

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