T-Mobile is planning to offer customers a slate of new free perks after recently making several significant changes to its wireless business that could lead to more customers leaving.
This year, the carrier has continued to raise prices and scale back discounts. Most notably, it recently discontinued several legacy wireless plans, automatically switching some customers to more expensive offerings.
On an earnings call in July, T-Mobile Chief Financial Officer Peter Osvaldik said the carrier expects its recent legacy plan changes to elevate churn (customer losses) and slow new postpaid account additions.
“As part of our full-year plan and guidance, we anticipated our Q3 (third quarter of 2026) rate plan modernization would result in a temporary elevated account churn profile and expect Q3 net postpaid account additions to be approximately 250,000,” said Osvaldik.
T-Mobile plans to launch new free add-on perks
As T-Mobile anticipates higher churn, it is quietly planning to launch a range of new free perks that customers can add to their plans, according to a recent report from The Mobile Report.
An anonymous T-Mobile employee told the outlet that the carrier has added eight new account-level SOC codes to its systems. SOC codes are internal identifiers for plans, add-ons, and more.
These new codes are all perks, and each ends with “OUA,” which presumably stands for “On Us Add-on.”
The first perk is “Apple Music On Us” (SOC code: APMOUA). If T-Mobile begins offering this, it would be the first time it has launched a music streaming service perk at the account level instead of as a limited free trial through its T-Mobile Tuesdays program.
The second perk is YouTube On Us (SOC code: YTBOUA), which is expected to offer a YouTube premium subscription that includes ad-free YouTube videos and YouTube Music access.
Related: T-Mobile adds monthly fee to a new iPhone feature for customers
SiriusXM On Us (SOC code: SXMOUA) is the third perk on the list, another music streaming offering.
While T-Mobile already offers customers benefits such as Netflix On Us and Apple TV+ for $3 per month, it is expanding its video streaming perks.
The fourth one is Paramount Plus On Us (SOC code: PAPOUA), and it has not been specified whether this will be the Essentials (with ads) or the Premium subscription.
ESPN+ On Us (SOC code: C26ESDIS) is the next streaming perk, with the “ES” in the code presumably standing for ESPN and “DIS” meaning discount, according to internal documents, which describes the offering as a “sports lovers package.”
The final T-Mobile perks are unexpected
The last three perks T-Mobile plans to launch are outside music and streaming.
The sixth perk is XBOX Game Pass On Us (SOC code: XBXOUA). The employee did not clarify whether T-Mobile will offer the Essential, Premium, or Ultimate version of this subscription, which provides subscribers with access to hundreds of games.
Next is Google AI On Us (SOC code: GAPOUA), which offers subscribers artificial intelligence features and cloud storage.
The last perk is DashPass On Us (SOC code DSHOUA). A DashPass subscription usually costs about $10 per month or $96 per year for the annual plan, and it provides free delivery and reduced service fees on DoorDash orders. T-Mobile currently offers customers a free DashPass once a year through T-Mobile Tuesdays.
All eight of these new perks were previously expected to be announced by T-Mobile on Sept. 23; however, a new report from The Mobile Report revealed that they will most likely be introduced on Oct. 1.
T-Mobile’s competitors are stepping up their customer perks
The upcoming move from T-Mobile comes at a time when its rivals have recently added more perks designed to attract and retain customers.
For instance, in June, Verizon introduced Verizon Dollars, a program that gives customers 3% back each month in “Verizon Dollars” that can be redeemed for devices, accessories and other purchases. Additionally, it eliminates upgrade and activation fees.
In addition, it launched Verizon Shine, a program that gives customers weekly chances to win experiences and daily drops that include gift cards, concert tickets and exclusive merchandise.
More T-Mobile News:
- T-Mobile customers face new restriction when paying bills
- T-Mobile excludes 2 generous customer perks from new phone plans
- T-Mobile faces backlash over new customer support restriction
Earlier this month, AT&T rolled out a free LifeMD membership perk for its wireless and fiber internet customers, granting them access to virtual health care and pharmacy services nationwide.
Roger Entner, a lead analyst at Recon Analytics, wrote in a June analysis that as mobile providers offer more perks to their customers, the wireless industry has “turned itself into a half-price, often free, storefront for streaming and cloud.”
“While prices remained steady in the last several years, the value consumers are taking from their wireless providers has dramatically increased,” said Entner.
It is no surprise that wireless carriers are dropping more perks to lure customers. A survey from Antavo earlier this year found that about 31% of consumers are more likely to continue doing business with a company that offers a good loyalty program, with almost 71% citing money-saving benefits as a reason for joining one.
Roughly 46% said that free products or services were among the reasons they joined a loyalty program, while almost 42% said personalized rewards.
