T-Mobile has quietly rolled out two new loyalty-focused phone plans in early February 2026, aiming to retain customers who might otherwise switch carriers. The plans, called “Experience More with Appreciation Savings” and simply “Loyalty”, offer lower monthly prices in exchange for fewer premium perks. The Experience More with Appreciation Savings plan mirrors T-Mobile’s existing Experience More tier but starts cheaper – $75 for one line (versus $85 normally) and $120 for two lines.
The Loyalty plan is even cheaper – $65 for one line and $120 for two – but caps high-speed data at 50 GB and strips out many add-ons. Both new plans are only available to select existing customers (typically those with longer tenure or at-risk accounts) rather than the general public.
T-Mobile customers who are offered the Experience More with Appreciation Savings plan get nearly the same benefits as on the regular Experience More plan, but pay less on the first two lines. It starts at $75/month for one line (compared to $85 on the standard plan) and $120 for two lines; additional lines (3–8) add $30 each per month, matching the original pricing. Crucially, this savings comes with a trade-off: trade-in credits on this plan are reduced to the values usually given to special segmented versions (like the 55+ or military offers), meaning device upgrade costs are effectively higher for frequent upgraders.
On the plus side, customers on the Appreciation Savings plan still enjoy unlimited premium data, unlimited international data in Canada/Mexico, unlimited global roaming, and even a five-year price-lock guarantee on talk/text/data. They also receive a free Netflix subscription and can add Apple TV+ for $3/month. Importantly, this plan remains eligible for free-line promotions, allowing customers to transfer an existing free line (if they have one) and retain it under the new plan. The Experience More with Appreciation Savings tier is being offered only to customers T-Mobile specifically marks as eligible (for example, those with at least two years of tenure), and is not listed on the carrier’s public pricing pages.
In contrast, the Loyalty Plan is a stripped-down offer aimed at cost-conscious families. It costs $65 for one line and $120 for two lines. Additional lines (3–8) are just $12 per line, making a four-line family plan only $144 per month. However, the Loyalty plan omits nearly all of T-Mobile’s high-end features. It caps high-speed data at 50 GB per line (with unlimited 3G afterwards), offers no high-speed hotspot data, and provides no high-speed roaming in Mexico/Canada.
It also drops the entertainment bundles – no Netflix or Apple TV subscriptions are included – and it does not include the five-year price guarantee that comes with other plans. Trade-in promotions on the Loyalty plan use only standard values (up to $830 off with qualified devices) rather than any bonus credits. The Loyalty plan appears to be available to most existing customers who inquire with T-Mobile’s retention department, rather than being advertised broadly. In short, it offers very low per-line pricing at the cost of speed and perks – essentially resembling a new “Essentials”-style option for retention customers.
The table below summarizes how the new plans compare to T-Mobile’s existing Experience More family plan. It shows monthly pricing for one and two lines, additional line costs, data allowances, and included benefits. (The standard Experience More plan starts at $85 for one line, $140 for two lines, and has unlimited data/hotspot and streaming perks.)
| Plan | 1 Line Price | 2 Lines Price | 3–8 Lines (each) | Data | Hotspot | Streaming / Perks | Price Guarantee | Free Line Eligible? |
|---|---|---|---|---|---|---|---|---|
| Experience More (standard) | $85 | $140 | +$30 per line | Unlimited | 40GB high-speed | Free Netflix + Apple TV ($3) | 5-year lock | Yes |
| Experience More w/ Appreciation Savings | $75 | $120 | +$30 per line | Unlimited | 40GB high-speed | Free Netflix + Apple TV ($3) | 5-year lock | Yes |
| Loyalty Plan | $65 | $120 | +$12 per line | 50GB high-speed | None (3G only) | None (no Netflix/Apple) | No | No |
Sources: T-Mobile plan details and leaked pricing documents.
The move follows a broader shift at T-Mobile toward emphasizing value and pricing for families. In January 2026 the company launched a “Better Value” family plan (starting at $140 for three lines, or about $46/line) that packed in perks like 250 GB hotspot data and bundled Netflix/Hulu/Apple TV content.
T-Mobile touted that plan as delivering “everything families expect from a premium wireless plan” without the premium price. CEO Mike Sievert and Product Officer Mike Katz have publicly argued that as other carriers “keep asking people to pay more for less,” T-Mobile is doing the opposite – giving customers more service value at a lower cost. The new Appreciation Savings and Loyalty plans extend that strategy to existing customers who may be considering a switch.
Churn Pressures and Competition
T-Mobile’s introduction of these loyalty discounts comes amid signs that its growth momentum has slowed and competition has heated up. Late in 2025 the carrier instituted several price hikes on older plans and removed some customers from legacy plans, moves that drew customer complaints. In its latest earnings the company acknowledged postpaid phone churn ticked higher (0.89% in Q3 2025, up 3 basis points year-over-year). Industry surveys suggest wireless prices are now a top consumer concern – a WhistleOut survey warned T-Mobile risks a mass exodus over high bills.
At the same time, rivals have launched aggressive deals: Verizon recently offered free flagship phones and loyalty discounts on service, and AT&T rolled out new low-cost plans (like a $40/mo per line plan for customers 55+). A Washington Post interview with analyst Craig Moffett noted a “perfect storm” in wireless where consumers are winning and carriers must fight on price. In this environment, T-Mobile appears to be waging a tactical price battle of its own: its new plans sacrifice some perks to deliver lower monthly rates for targeted customers.
Analyst and Industry Perspectives
Analysts view T-Mobile’s latest moves as a sign of intensifying price competition in the wireless market. Observers note that carriers had long been reluctant to engage in a price war, but recent promotions suggest this is changing. As one industry commentator wrote, Verizon’s aggressive promotions have “chipped away” at T-Mobile’s share, and the carrier’s new targeted offers may be a countermove – even if they preserve margins by cutting back on perks.
In short, T-Mobile is trading some long-term revenue (via reduced device credits and forfeited streaming bundles) for immediate rate cuts to keep customers from defecting. It remains to be seen whether the loyalty plans will significantly slow churn; for now, they underscore that affordability has become a key battleground for retaining subscribers in 2026.
Sources: T-Mobile press releases and financial statements; industry reports and news articles. Each plan’s pricing and features are drawn from T-Mobile’s documentation and industry leaks, as reported by TheStreet, PhoneArena, and TmoNews.