NEW YORK — Verizon (NYSE, Nasdaq: VZ) today unveiled a sweeping transformation designed to simplify its offerings and prioritize customer experience, eliminating activation and upgrade fees while introducing new loyalty rewards and streamlined plans. The changes, effective immediately, represent a significant shift in the telecommunications industry, which has long been criticized for complex pricing and hidden charges.
Verizon announced it will remove activation and upgrade fees for all postpaid customers who opt into its new Verizon Loyalty program. These fees, which typically cost up to $40 per device, have been a common industry practice. Customers can opt in through the My Verizon app in a single step. The company also introduced Verizon Dollars, a program that rewards all customers with 3% back in Verizon Dollars every month, redeemable for devices, accessories, or up to 5x value at partners like Sephora, Hilton, Marriott, and Starbucks starting in July.
“We’re fundamentally reshaping Verizon inside and out to put the customer at the center of everything we do. We’re listening, designing for them, and moving faster than we ever have before,” said Dan Schulman, Verizon CEO. “For too long, this industry has burdened people with complex plans, forced upgrades they don’t need, and so-called ‘rewards’ with tons of caveats.”
In addition to the fee elimination, Verizon launched “Verizon Simplicity,” a plan priced at $45 per line, with an introductory offer of $30 per line for new customers switching to Verizon. The plan provides access to Verizon’s best 5G network, including 5G Ultra Wideband, with no network tiers. It includes unlimited data, 10GB of premium mobile hotspot, roaming in Canada and Mexico, and satellite texting. Customers can also add home internet starting at $35 per month. The plan is designed to offer device freedom, allowing customers to keep their own phone, buy new, or opt for certified pre-owned devices, with annual upgrade options available through Simplicity Plus or Simplicity Pro.
Verizon also introduced Verizon One, a combined mobility and home plan for new customers at $70 per month, including taxes and fees. This plan bundles mobile service with Verizon’s fiber network, managed through a single bill and the My Verizon app.
The company emphasized that these moves are part of a multi-year transformation. Alfonso Villanueva, Interim CEO of Verizon Consumer Group and Chief Transformation Officer, said, “With today’s news, we’re doubling down on what customers actually want: simpler experiences, less friction and more rewards for being a customer.”
To drive customer engagement, Verizon launched “Verizon Shine,” a weekly sweepstakes offering once-in-a-lifetime experiences, including trips to the FIFA World Cup 2026 Final, VIP access to Outside Lands festival, and NFL games in Australia and Paris. Daily drops include free coffee from Starbucks, Dunkin’ Donuts treats, and gift cards from Ulta and Amazon.
The announcement is expected to be accretive to revenue and EBITDA growth and to reduce customer churn. Verizon reaffirmed its 2026 financial guidance. For more details, customers can visit verizon.com/loyalty and the My Verizon app.
