Lynn La/CNET

If you're looking for a deal on an unlimited data plan, you might want to look at Sprint now.

The nation's fourth-largest wireless carrier said Wednesday that it would raise the price of its unlimited data plan by $10 to $70 a month. The change takes effect on October 16, so customers can still get the $60 deal now.

Sprint CEO Marcelo Claure had hinted at a price increase for the plan, which allows customers to stream videos and upload photos without worrying about hitting a limit. The move is a sign of the increasing cost of offering an all-you-can-eat option as more customers rely on their mobile devices. US data traffic over wireless networks has increased 947 percent between 2010 and 2014, according to the CTIA wireless trade association.

The Overland Park, Kansas, company argued that the deal is still better than what the competition offers. T-Mobile's individual unlimited data plan is $80 a month, while AT&T and Verizon Wireless don't offer an unlimited option.

Under Claure, Sprint has positioned itself as the low-cost provider of wireless service. It has to, as it is still wrestling with the perception that its network lags far behind those of its rivals. While recent studies, such as one conducted by RootMetrics, suggest improvement, the company has a long way before it catches up.

Claure has lofty ambitions for Sprint. He believes the company's network will be No. 1 or 2 in the nation in terms of quality within the next two years.