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The telecom industry has been undergoing significant changes to maintain efficiency and stay competitive. Earlier, T-Mobile had faced backlash for raising prices on legacy plans and reneging on promises. Now, Verizon is following a similar path by ending its loyalty discount program, which many long-time customers find disappointing. While these discounts were a key retention strategy, they are no longer part of the company’s current direction.
Verizon is Ending Loyalty Discounts – What it Means for Long-Time Customers
Verizon has announced that it will no longer offer loyalty discounts, a move that has upset many long-term customers who stayed with the carrier due to these benefits. The discounts ranged from $10 to $25 per line and were designed to keep customers from switching to competitors, especially those on older legacy plans. Starting September 1, 2025, these discounts will be phased out entirely. Customers have already been notified via email about the changes, with instructions to check their accounts for more details.
The primary reason for this change is Verizon’s broader strategy to transition users to its myPlan structure. While myPlan offers a three-year price guarantee (excluding taxes and fees) and many customization options, it does not provide the same value as the loyalty discounts long-term customers have come to expect. For those with multiple lines, this change could result in significant annual increases—ranging from $240 to over $1,000.
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Customers are voicing their frustrations on forums like Reddit, emphasizing that they feel not just about price hikes but also a lack of transparency. Some users did not even know they had loyalty discounts until now, while others criticized the company’s poor customer support and vague responses when seeking clarification. For those who have remained loyal for years, this lack of explanation feels like a slap in the face.
Verizon is not alone in this trend; many companies are prioritizing acquisitions over retention. Cutting discounts during budget-conscious times seems insensitive and reflects a shift towards new device or plan users rather than long-term loyalty. Affected customers can try negotiating limited-time deals to ease the transition or explore added perks on newer plans. For those who feel the benefits no longer outweigh the costs, it may be time to reconsider one-sided loyalty altogether.
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