Verizon has quietly introduced a new phone plan that directly competes with a low-priced offering that T-Mobile recently launched.
As Americans look for ways to cut their monthly expenses, T-Mobile rolled out its Super Essentials Saver wireless plan in August, exclusively for Walmart customers.
The plan is $25 per line per month (with the autopay discount applied) and includes unlimited 5G data, 50GB of premium data, Scam Shield, and unlimited text, talk, hotspot, and 3G hotspot. It also offers coverage in Canada and Mexico, as well as unlimited texting in over 215 countries.
Customers can get up to two lines of service on the Super Essentials Saver plan, with no activation fee or port-in requirement.
Verizon launches its own Walmart-exclusive phone plan
The battle for value-conscious customers has just intensified as Verizon is countering T-Mobile’s new offer with its own low-priced, Walmart-exclusive wireless plan.
In a recent post on social media platform X, Jeff Moore, a telecom analyst and principal of Wave7 Research, shared a photo showing Verizon advertising a discounted version of its Simplicity plan at Walmart.
The new offering is $25 per line per month (with autopay enabled), just like T-Mobile’s new Super Essentials Saver plan.
The discounted Simplicity option includes premium unlimited text, talk and data, 720p streaming and 10GB of high-speed hotspot data.
Related: Verizon scales back a perk that keeps prices low for customers
However, if customers on this plan are traveling, they would need to get a travel pass for $12 a day to get unlimited talk, text and data for 24 hours in over 210 countries/destinations.
The plan allows customers to add up to 12 lines, and it is stackable with Verizon’s $15 Bring a Number discount.
Also, it is a “limited-time offer” available only to new customers switching from another carrier, according to the advertisement.
Verizon doubles down on value after customer losses
The new Walmart-exclusive offering from Verizon comes as the carrier rolls out more value-focused wireless plans after losing about 2.25 million wireless customers over the past three years.
Verizon CEO Dan Schulman said on an earnings call in January that these losses were due to factors such as price increases and heightened competition.
In a June Light Reading article, Roger Entner, a lead analyst at Recon Analytics, wrote that “Verizon’s value-for-money perception has run negative for the last two years.”
“Customers like Verizon but dislike what it costs relative to what they believe they get,” wrote Entner.
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One of the new plans Verizon recently introduced to address this problem is its Simplicity phone plan, which launched in June and offers wireless service for $45 a month, or $30 with autopay and the Switcher discount.
The carrier also launched its Verizon One plan, combining mobile and home internet service for $70 per month.
Verizon’s recent push toward more value-focused plans now extends to the retail channel, where it is following T-Mobile’s lead with a low-priced Walmart-exclusive wireless plan.
The move aligns with growing consumer interest in purchasing mobile service from retailers.
According to a survey from Oxio in March, 56% of U.S. consumers would consider buying their mobile service from a retailer, up from 50% in 2025.
“Trust is becoming a competitive lever,” said Oxio CEO Nicolas Girard in the survey release. “Retailers and digital-first brands are emerging as credible places to buy mobile service. Familiarity, accountability and perceived fairness matter more when consumers are watching every fee.”
Related: Verizon plans to discontinue a phone service customers rely on
