AT&T (NYSE:T) announced the introduction of Build-A-Plan, a new wireless offering that allows customers to customise their mobile service each month according to their usage needs and budget preferences.
The service will launch on May 27 with pricing starting at US$15 per month, excluding taxes and additional fees.
Under the new structure, customers can add or remove features whenever they choose rather than committing to fixed bundled packages.
AT&T said the plan is designed to give users greater flexibility by allowing them to adjust their wireless services monthly based on changing connectivity requirements and financial priorities.
“Customers want plans that fit their lives. Other carriers offer structured, one-size-fits-all plans bundled with extra services that customers aren’t asking for while calling it ’savings’,” said Jenifer Robertson, executive vice president and general manager at AT&T Consumer.
“By giving our customers the freedom to tailor their wireless service month to month, we are giving them an affordable way to connect to America’s largest wireless network and still control their budget.”
The advertised US$15 monthly price applies to a single line and requires users to bring their own unlocked smartphone compatible with eSIM technology.
The service operates on AT&T’s wireless network, which the company says is the largest in the United States when satellite networks are excluded.
Build-A-Plan will initially be offered online through AT&T’s website.
The telecoms group said the new service is intended to provide consumers with greater financial flexibility compared with conventional wireless plans that package multiple services together.
AT&T currently serves more than 100 million consumer wireless and internet customers in the United States, along with nearly 2.5 million business customers.