AT&T wants to get people off its unlimited-data plans.
AT&T customers stubbornly clinging to their old unlimited-data plans will have to pay a little more to keep them.
The nation’s second-largest wireless carrier confirmed Monday that it is raising the price of its unlimited-data plan by $5, to $35 a month. The change, the first in seven years, will take effect in February. The increase was first reported by 9to5Mac.
It’s the latest attempt by a carrier to convince customers — those who kept their grandfathered plans even after AT&T stopped offering them five years ago — to consider a different option. Earlier this month, Verizon raised the price of its grandfathered unlimited-data plan by $20. T-Mobile and Sprint, which each still offer unlimited data as an option, raised their prices in the last few months.
AT&T, like its rivals, has said the price increase reflects the higher cost of delivering data to customers.
“To help ensure we can continue to provide the best service for all of our customers, a small price increase is being made at this time,” a company spokeswoman said.
The carriers have moved away from unlimited data over the past several years. Customers instead buy buckets of data, or sign up for plans that provide a certain amount of data at higher speeds, with the connection rate reduced once they hit a certain threshold.