Verizon (NYSE, Nasdaq: VZ) today announced a major shift in its business strategy, eliminating activation and upgrade fees for postpaid customers who opt into its new Verizon Loyalty program. The move, described as an industry first, is part of a multi-year transformation aimed at simplifying the customer experience and reducing friction. The company also launched two new plans: Verizon Simplicity, a $45 per line plan with unlimited premium 5G access, and Verizon One, a combined mobile and home plan starting at $70 per month with taxes and fees included.
“We’re fundamentally reshaping Verizon inside and out to put the customer at the center of everything we do,” said Dan Schulman, Verizon CEO. “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.” The changes are designed to appeal to both new and existing customers, replacing complicated tiered plans with straightforward options.
The Verizon Loyalty program offers all customers, regardless of plan, the ability to earn 3% back in Verizon Dollars monthly, redeemable for devices, accessories, or experiences from brands like Sephora, Hilton, and Starbucks. Additionally, the Verizon Shine sweepstakes provides weekly chances to win once-in-a-lifetime experiences, such as tickets to the FIFA World Cup 2026 Final or a VIP food tour with chef Andrew Zimmern. Customers can opt-in through the My Verizon app.
The Simplicity plan is priced at $45 per line (promotional $30 for switchers) and includes unlimited 5G Ultra Wideband data, 10GB of premium mobile hotspot, and roaming in Canada and Mexico. It eliminates tiered network confusion, giving all customers access to Verizon’s best network. Verizon One combines mobile and home services into a single bill, leveraging Verizon’s 5G and fiber networks. Both plans are available starting today.
“With Simplicity, we’re democratizing our network at a thoughtful price point,” said Alfonso Villanueva, Interim CEO of Verizon Consumer Group. The company expects these changes to be accretive to revenue and EBITDA growth while reducing churn, with no change to 2026 financial guidance. Verizon’s campaign features the original cast of Austin Powers and the Spanish-language Yo soy Betty, la fea to satirize industry complexity.
For more details on the loyalty program, visit verizon.com/loyalty.
