Telecom companies are shaking up their strategies to stay ahead in a fiercely competitive market. Not too long ago, T-Mobile faced backlash for increasing prices on legacy plans, breaking promises to its customers. Now, Verizon is heading down a similar path, sparking discontent among its long-time users. The carrier has announced the end of its loyalty discounts, a decision that hasn’t sat well with those who’ve been committed to the brand. These discounts, once a cornerstone of customer retention, are no longer part of Verizon’s future plans and strategy.
Verizon’s decision to discontinue loyalty discounts is set to impact customers who previously enjoyed reductions ranging from $10 to $25 per line. These perks were instrumental in keeping users from switching to competitors. However, as of September 1, 2025, these discounts will be fully phased out. Customers have been informed via email and prompted to review their accounts to see which discounts are disappearing.
This move towards phasing out discounts is aligned with Verizon’s broader initiative to transition customers to the newer myPlan structure. While myPlan promises benefits like a three-year price guarantee (excluding taxes and fees) and various customization options, it doesn’t hold the same appeal for long-term users who enjoyed significant savings on legacy plans. The financial impact, especially for those with multiple lines, could mean an annual cost increase of anywhere from $240 to over $1,000.
Unsurprisingly, this change has led to widespread frustration. Users on forums like Reddit are voicing their dissatisfaction, citing not just the price hikes but also Verizon’s lack of transparency. Many were unaware they even had a loyalty discount until now, and they criticize the company’s customer support for providing vague answers when questioned. For loyal customers, this feels like a breach of trust.
This shift from Verizon is part of a broader industry trend where companies prioritize new acquisitions over retaining current customers. Discontinuing discounts at a time when many are careful with their spending seems out of touch and signals a focus on drawing in new users rather than rewarding long-term loyalty. Customers losing these discounts might consider negotiating with Verizon for temporary deals or exploring new plans’ added benefits. For those feeling undervalued, it might be a moment to reassess their brand allegiance.
