AT&T is once again raising the prices of its grandfathered unlimited data plan, up from $40 to $45 for anyone who’s managed to still hold onto one since AT&T discontinued the original $30 unlimited plan in 2010, via MacRumors.

This marks the third time that AT&T has raised the price for grandfathered unlimited customers in the last decade (first to $35 back in 2015, and then to $40 last year). While the slowly increasing price tag is certainly onerous to customers, you’re still paying far less than any of AT&T’s current unlimited plans, which the company reintroduced in the wave of new unlimited plans last year.

In a (since deleted) support article, MacRumors notes that AT&T explained the cost increase is due to the fact that “consumers are using mobile data at record levels and the trend is expected to continue. To help make sure we continue to provide the best service for all of our customers, a small price increase is being made at this time.” More cynically, considering the cheapest unlimited plan that AT&T currently offers starts at $65 per month, the company probably just wanted to start getting its older, cheaper unlimited customers to pay more.