Over the past few months, T-Mobile (TMUS) has been pushing customers to make a major change that has made a few uncomfortable.
It started when T-Mobile hiked the prices of its older phone plans (One, Magenta, Simple Choice, and Go5G 55) by $2 or $5 per line in June last year, angering customers. Then, in April, it issued another price increase for some of its older phone plans, hiking monthly prices by $5.
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It appeared that these changes were an effort to push customers off of older phone plans. That suspicion became clearer that same month when T-Mobile introduced its Experience More and Experience Beyond phone plans, which are essentially upgraded versions of its Go5G Plus or Go5G Next plans with five-year price lock guarantees.
Related: T-Mobile launches a cheap new service amid customer struggles
However, even though the newer plans included upgraded perks, some customers are cautious about switching because taxes and fees are omitted from the plans’ pricing.
Image source: Bloomberg/Getty Images
T-Mobile makes an unexpected announcement
Now, T-Mobile has made another bold move to push customers onto newer plans. The phone carrier announced that starting Aug. 13, it will boot select customers off of older phone plans and place them onto its Go5G Plus plan (which doesn’t include taxes and fees in the price).
According to some users on Reddit, who claim to be T-Mobile employees, this change will impact customers on Magenta Plus, MAX, Sprint Max, and ONE Plus plans. Also, customers on segmented plans such as 55+, First Responder, etc., will be moved to similar versions on Go5G Plus.
T-Mobile says this will be a “free upgrade,” and any free lines, discounts, and perks customers may have on their current plan will also migrate to Go5G Plus.
Related: Verizon hopes a new tactic will fix fleeing customer problem
“Beginning with your next bill cycle after August 13, we’re upgrading your plan to Go5G Plus, which includes all the benefits you already have and more at no extra cost—like better deals on phone upgrades,” said T-Mobile on its website. “You’ll also get more high-speed data, like 50GB of hotspot data and 15GB of high-speed data in Canada and Mexico.”
Customers with price locks on their current plans won’t be migrated to Go5G Plus; only those on older phone plans who were impacted by recent price increases will be moved.
The change from T-Mobile comes after it officially retired its Go5G plans in June. This means that new customers were revoked the ability to sign up for those plans, while older customers could remain on them.
T-Mobile suffers a major loss after price hikes
T-Mobile’s latest move also comes during a time when it is struggling to retain loyal customers.
In its second-quarter earnings report for 2025, T-Mobile revealed that while it attracted 830,000 new postpaid phone customers, its postpaid phone churn (the number of customers who cut their phone service) increased by 10 basis points year-over-year.
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During an earnings call on July 23, T-Mobile CEO Mike Sievert said the company is navigating a “highly competitive environment” where competitors are unveiling “unprecedented device promotions.”
T-Mobile is even facing increased competition from cable companies that offer consumers phone services at discounted rates.
A recent report from MoffettNathanson found that Comcast, Spectrum and Altice USA gained 886,000 new phone customers during the first quarter of 2025, up from the 804,000 they added during the same quarter in 2024.
During the third quarter, T-Mobile anticipates churn will either decrease year-over-year, remain flat, or slightly increase.
Related: Comcast takes drastic action as customers rapidly cut service
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