Verizon is making a big bet that simplicity sells. On June 16, 2026, the carrier announced a sweeping overhaul of how it treats existing and new customers, including the end of device upgrade and activation fees, a new cash-back loyalty program, a stripped-down $45 mobile plan, and a combined mobile and home internet plan for $70 a month, taxes included.
The moves are notable because they target a frustration that has followed wireless carriers for years: existing customers are often treated worse than new ones. Discounts, perks, and promotions have historically been reserved for people switching in, while long-term subscribers quietly pay more and get less. Verizon is trying to flip that.
“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,” said Dan Schulman, Verizon’s CEO. The company is framing today’s changes as part of a multi-year transformation, and says the announcements are expected to support revenue and EBITDA growth while reducing customer churn.
The centerpiece is the new Verizon Loyalty program, which the company says is the first of its kind in the industry because it applies to all postpaid customers on any plan, not just those on premium tiers. Here is what it includes:
- No more activation or upgrade fees. Postpaid customers who opt in say goodbye to fees of up to $40 per device. This applies across all phone and connected device plans.
- Verizon Dollars. Customers earn 3% back every month just for being a subscriber. Starting in July, those dollars can be spent on devices and accessories, or redeemed at a 5x rate with partners including Sephora, Hilton, Marriott, and Starbucks.
- Verizon Shine. A weekly sweepstakes and daily rewards program available to all customers through the My Verizon app.
The Shine program is designed to give customers a reason to open the app regularly. Every Monday, a new sweepstakes drops with high-profile prizes. The lineup for the coming weeks includes a VIP trip to the FIFA World Cup 2026 Final with David Beckham, a flyaway to the first-ever NFL game in Australia, access to Netflix House Dallas, and an NFL Paris game trip. Daily drops through the app include free coffee from Starbucks, Dunkin’ treats, Arby’s sandwiches, TopGolf hours, and gift cards from Ulta and Amazon.
On the plan side, Verizon is launching what it calls the “Simplicity Plan” at $45 per line, with a promotional price of $30 for switchers. The plan includes unlimited 5G Ultra Wideband data, 10GB of mobile hotspot, roaming in Canada and Mexico, and satellite texting. Every Simplicity customer gets the same network, with no tiers and no upcharges for faster speeds.
That last point matters in a market where carriers have used network tiering to push customers toward more expensive plans. Verizon is betting that putting its best network in the base plan will attract price-sensitive customers who have been shopping around. Add-on bundles are available for those who want more, including an entertainment bundle with Disney+, Hulu, ESPN+, Netflix, and HBO Max, and a travel bundle with international calling and travel pass days.
The second new plan, Verizon One, targets customers who want to consolidate mobile and home internet into a single bill. At $70 a month with taxes and fees included, it combines mobile service with home internet on Verizon’s fiber or 5G home network. It is managed entirely through the My Verizon app and is aimed specifically at customers new to Verizon.
Verizon is backing the launch with a broad marketing campaign featuring Mike Myers reprising his role as Dr. Evil from Austin Powers, playing on the idea of industry villains charging hidden fees. A separate Spanish-language campaign brings back the cast of “Yo soy Betty, la fea” to make a similar point.
Alfonso Villanueva, Interim CEO of Verizon Consumer Group and Chief Transformation Officer, said the goal is straightforward: “We’re putting meaningful value back in their pockets, and making it feel easy and intuitive.” Customers can opt into the loyalty program through the My Verizon app starting today, and more details are available at verizon.com/loyalty.