AT&T Offers Some New, Better Unlimited Data Plans

AT&T has revamped its unlimited data options after last month's industry back and forth. Earlier this month Verizon brought back unlimited data, clearly worried about studies showing that T-Mobile was closing the gap in network coverage and speed (long used as Verizon's justification for higher prices). Then T-Mobile doubled down, eliminating restrictions on HD video for T-Mobile One unlimited data customers. That was soon followed by Sprint, which unveiled some new plans of its own that included HD streaming without an additional surcharge.

AT&T initially responded, but only with a unlimited data plan that felt a bit rushed, and cost significantly more than other carriers.

Now AT&T's back again, announcing a number of new tweaks to their unlimited data option, which until recently was only being offered to users that also bundled AT&T TV services. According to AT&T's website, the company is now offering users a new "Unlimited Pro" unlimited data plan, which included unlimited data, text and voice on one line for $90 per month.

Two lines will be $145 per month, and each additional line is an extra $20 per month. AT&T TV customers receive a $25 monthly bill credit for bundling multiple services. The plan includes ten gigabytes of tethered data, which is throttled back to 128 kbps for the remainder of the billing cycle once that allotment is consumed. AT&T also reserves the right to de-prioritize your connection should you consume more than 22 GB overall any given month.

AT&T's also now offering a less expensive option dubbed "Unlimited Choice." Under Unlimited Choice, Video is automatically throttled back to 480p or 1.5Mbps, and overall data connections are maxed out at 3Mbps. Pricing for Unlimited Choice begins at $60 per month for one line and $155 per month for four lines, with no discount for AT&T video subscribers.

Like Verizon AT&T had previously been effectively waging war on unlimited data since 2011. In 2011, AT&T stopped offering unlimited data, instead shifting to metered billing plans. Ever since, AT&T has waged a not-so-subtle war on grandfathered unlimited data users, behavior that included everything from lying about throttling to preventing Facetime from working unless you signed up for a metered plan.

"With our incredible new unlimited plans and great entertainment options for everyone, we’re able to give customers what they’ve been asking for, on their terms," said AT&T of the offer.

It only required more than half a decade and some increased competition, too.