AT&T rebrands its unlimited plans, increases hotspot data limits, and raises prices | Technology

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AT&T is increasing the prices of its unlimited data plans for new and existing customers alike. The carrier says that customers will see a price increase of 99 cents per month starting in March.

On the bright side, however, AT&T is also increasing the amount of hotspot data that customers can use each month.

AT&T price increases are coming

As first reported by CNET, the price increases are set to go into effect for existing customers on March 5. The changes come amid a rebranding of AT&T’s plans. The base unlimited plan is being rebranded as the “Unlimited Starter SL” plan and hotspot data is increasing from 3GB to 5GB per month.

The middle plan is being renamed “Unlimited Extra” and its hotspot allowance will get boosted from 15GB to 30GB per month. Finally, the top-tier plan will now be referred to as the “Unlimited Premium PL” plan, with hotspot data usage rising from 50GB to 60GB per month.

Again, those plans are also getting more expensive, with AT&T raising prices by 99 cents per line.

In addition to the changes to the unlimited plans, AT&T is increasing the price of its cheapest “Value Plus” plan by 99 cents and renaming it the “Value Plus VL” plan. There’s no hotspot data allowance on this plan, but AT&T “is now allowing you to have up to 10 lines whereas it previously limited this plan to just a single line.”

In a statement to CNET, AT&T explained its reasoning for these price increases and also pointed out that this is the first time prices have changed on these plans since they were introduced in 2020:

We are bringing new benefits and added value to our best unlimited plans…

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