Verizon Raises Ultimate $5, Adds Perks

Verizon just bumped the price of its top Unlimited Ultimate plan by $5 for new customers, but there’s a twist: they’re bundling in perks like Identity Secure and Family Plus—touted as $15 in value for that extra five bucks. For those on the fence, Verizon is dangling online-only deals like waived activation fees and $100 e-gift cards if you sign up with a new line. The stakes? With postpaid phone customer churn creeping up and rivals like AT&T and T-Mobile watching closely, Verizon is betting these digital incentives will defend its revenue per user without kicking off a costly price war.

But here's the catch: behind the scenes, Verizon is also trimming its workforce and ramping up automation to boost margins and fund big bets on network upgrades and new spectrum. That could mean faster service and better rural coverage down the road, but it might also hit customer service wait times and enterprise sales. As CEO Dan Schulman puts it, value is key—price hikes without real improvements just drive customers away. Investors are watching churn, margins, and promo spending closely, especially with new satellite partnerships and auto connectivity moves on the horizon.

Based on recent reporting and insights from CEO Dan Schulman.

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