Verizon Ups Unlimited Plan Cost by $5, Adds New Features and Promos

Verizon, one of the nation's largest wireless carriers, has made a significant move in a competitive market, increasing the monthly price of its Unlimited Ultimate plan by $5. The change, effective May 7, 2026, targets new customers and existing subscribers who choose to switch to the updated plan, pushing the single-line cost from $80 to $85 per month. Those already on the Unlimited Ultimate 1.0 version before the May 7 adjustment will reportedly retain their previous rate.

This price adjustment is not without additions. Verizon stated that it has enhanced the Unlimited Ultimate plan by integrating two new features: Identity Secure and Verizon Family Plus. The company asserts these additions collectively provide an extra $15 in monthly value for the $5 price increase. Identity Secure, typically a $5 monthly add-on, offers identity protection and a password manager. Verizon Family Plus, usually a $10 monthly add-on, provides digital wellness and safety tools specifically designed for family account management.

Following closely on the heels of the price hike, Verizon also rolled out a pair of limited-time promotional offers, exclusively available through its official website. One promotion waives the standard $40 activation fee for customers who add a new device line or bring their own device to an Unlimited Welcome, Unlimited Plus, or Unlimited Ultimate plan. This fee is initially charged but is subsequently returned as a one-time bill credit within one to two billing cycles. The second offer provides a $100 Verizon e-Gift card to customers who purchase a new smartphone and activate a new line on any of the three aforementioned Unlimited plans, requiring a redemption claim within 60 days of the order.

These strategic maneuvers by Verizon reflect a delicate balancing act within a highly competitive wireless market, where customer retention has become a critical focus. The company has faced considerable subscriber pressure, reportedly having lost over 2.25 million customers cumulatively during the past three years. This recent price adjustment is part of an ongoing pattern of changes by Verizon.

In March 2024, the carrier increased monthly prices by $4 per line for customers on select older Unlimited mobile plans. Later that year, in May, the price for smartwatch plans was raised by $5. October 2024 saw a reduction in the autopay discount from $10 to $5 monthly for customers on older plans, followed by an increase in the monthly Administrative and Telco Recovery Charge by $0.20 per line in December 2024. In February 2025, Verizon also hiked monthly prices for wireless customers with myPlan and New Verizon Plan accounts due to