The mobile phone industry is right next to the cable industry with seemingly endless schemes to charge customers more money. Common practices across the entire mobile industry include charges for exceeding arbitrary data caps and seemingly endless attempts to push grandfathered customers to more expensive plans. AT&T has hatched a new scheme to extract more money out of customers on old Mobile Share Value data plans.
An email has turned up from an AT&T user on one of those plans that was sent out by the company this week. The email indicates that AT&T is giving them 15GB of "bonus" data. Normally a bonus is a good thing, but in this instance, the AT&T bonus costs customers on those plans an extra $10 monthly. The big kick in the pants from AT&T is that these customers have no way to decline the "bonus" data.
The deal is a feeble attempt by AT&T to hide a price increase with these existing plans. The extra $10 monthly charge makes the older Mobile Share Value plans closer to price parity with its current offerings. Undoubtedly what AT&T is doing is trying to get the users on these older plans to move to its new, more lucrative plans. Many AT&T customers on the Mobile Share Value plans don't need the extra data as they aren't hitting their data cap -- and that is exactly why they have decided to stick with them.
AT&T wrote in the email notifying customers, "Enjoy more data. Starting with your October 2019 bill, you’ll get an additional 15GB of data on your Mobile Share plan. This bonus data comes with a $10 price increase." The FTC recently fined AT&T $60 million over its data plan throttling scheme from years ago.