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Verizon launches new myPlan with customizable options

Verizon is pitching new price plans as something wireless plans typically are not known for: simplicity.

Big Red says it’s putting the customer in charge of deciding what they need and what they’ll pay for. And, importantly, “you’re not locking into your plan and your phone isn’t locked on our network,” the carrier claims.

A footnote explains that in order to mitigate theft and other fraudulent activity, newly purchased devices are “locked” to work exclusively on the Verizon network for 60 days, after which it will automatically remove the lock.

At the heart of the new plans is choosing between Verizon’s basic, no-frills network and its speedier Ultra Wideband one.

Specifically, customers can select from the 5G Unlimited Welcome, which uses lower band spectrum, or Unlimited Plus, which uses mostly mid-band but also high-band millimeter wave (mmWave) spectrum for speedier service. For a limited time, the price for the Unlimited Plus monthly plan is guaranteed for three years.

A Verizon representative confirmed that the two new plans announced Tuesday replace the six plans that previously were offered, but customers with an existing plan can stay on it if they so choose.

Verizon said that “unlike others, Unlimited Plus has no smartphone data caps, won’t slow you down, and won’t deprioritize your data.”

The “perks” are $10 per month and include things like Apple TV+ and Disney.

The myPlan starts at $30/line/month when signing up for Unlimited Welcome with four or more lines with a $10/line Auto Pay discount, plus taxes and fees. For a single line, Welcome Unlimited is $65/month. Unlimited Plus is $80 for one line.

A game changer?

Verizon insists myPlan changes the game. “Others talk about phone ‘freedom,’ but in reality, they’re just pushing customers into their most expensive, bloated plans – which are limiting, don’t allow for changes and where customers end up paying for things they don’t want or need,” the operator said in a press release.

According to Verizon, with myPlan, customers get what they want, exactly how they want it. Another way of looking at it: Verizon is taking away perks that were included in previous plans. However, as The Verge points out, instead of paying Apple $16.95 per month for an individual Apple One subscription, it will cost only $10 per month as a Verizon perk.

The offer is good for new and existing customers alike; Verizon said it’s easy and simple to change a plan in the MyVerizon App – “no calls or visits needed, no hidden change fees or shenanigans.”

It’s the first big new price plan debut since Sowmyanarayan Sampath took over as CEO of the Verizon Consumer Group in March. And it comes just one day after reports that Verizon’s long-time Chief Marketing Officer, Diego Scotti, is leaving the company to “explore new challenges.”

That would seem unfortunate timing for a new marketing spiel, but there’s been a lot of turnover at Verizon, so maybe that’s par for the course.

“We are always listening and reacting to our customers and now, more than ever, they want increased control and flexibility with their plans. They want plans to be simple and convenient, and of course, they want our best network and the best value,” Sampath said in a statement. “myPlan gives customers the ability to pick and choose the perks they want, save on every one, and change anytime – that’s real wireless freedom. Plus, savings from amazing partners that provide the best in content, entertainment and more.”

The myPlan will be available starting this Thursday in retail stores, online and through the MyVerizon app.

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