AT&T has offered a number of incentives over the years in hopes of gently nudging customers away from their beloved unlimited data plans. With its latest move, however, the carrier is taking a completely different approach that’s sure to rub some the wrong way.
As of February 2016, customers that are grandfathered into unlimited data plans will see their rate plan increase from $30 per month to $35.
AT&T said the rate at which consumers and businesses are consuming mobile data has reached record levels and is expected to continue. We’re told the small price increase will help the company provide the best service for all of its customers. AT&T added that the rate hike won’t affect data speeds as throttling will only kick in once a user exceeds 22GB of data in any given billing cycle.