The telecom giants have been bringing some major changes to their operations and plans in order to ensure efficiency and competitiveness. Earlier, T-Mobile had caused quite an uproar among its customers for raising prices on its legacy plans and reneging on the promises made. Now, Verizon seems to be following the same path and making announcements users dread to hear. The carrier has confirmed that it will be pulling the plug on its loyalty discounts, which is not being received well by customers who have remained loyal to the company for a long time. While the discounts have been a method of user retention and sustaining loyalty, they are no longer considered part of the company’s current strategy and direction.
Verizon is ending loyalty discounts – what it means for long-time customers
Verizon has officially announced that it will no longer continue with its loyalty discount program, leaving many loyal customers feeling disappointed, as many stayed with the carrier for these offerings. The discounts varied from $10 to $25 per line and were previously a way to keep customers from switching to a competing carrier, especially those who remained on the older legacy plans. However, starting September 1, 2025, this is about to change, as the discounts will be completely phased out. Many customers have already been notified through email, with a request to check their accounts for more details on which discounts have been removed.
The reason for this move, which is not particularly making customers happy, appears to be part of the company’s broader strategy to transition users to its myPlan structure, the newer offering. While myPlan offers great benefits such as a three-year price guarantee (excluding taxes and fees) and many customization options, for long-term users, it does not offer the same value as the discount rates they have become accustomed to with their legacy plans. For those who have multiple lines, this change can hit even harder, as the removal of loyalty discounts would mean a significant increase in what they pay annually – ranging from $240 to over $1,000.
Users are venting their frustrations on forums like Reddit, emphasizing that they are not just upset about the price hikes but also about Verizon’s lack of transparency. Some users said they did not even know they had a loyalty discount until now, while others criticized the company’s poor customer support and the vague responses they received when they reached out. For customers who have stayed with the carrier for years, this lack of explanation may feel like a slap in the face.
Verizon is not the only company heading in this direction and seems to be following an industry-wide trend of prioritizing acquisitions over retention. Pulling discounts at a time when customers are increasingly budget-conscious feels tone-deaf and reflects the carrier’s shift in focus towards users with new devices or plans, and away from long-term loyalty. Customers affected by the removal of these discounts can try negotiating with the company for limited-time deals to ease the transition or explore added perks on the newer plans. For those who feel the math no longer adds up, it may be time to reconsider one-sided loyalty altogether.
