AT&T launched a new unlimited data plan less than two weeks ago, but with more competitive options available from Verizon, T-Mobile, and Sprint, it went back to the drawing board and came up with something better.

Starting Thursday, new and existing AT&T customers can choose from two new plans: Unlimited Plus and Unlimited Choice

Unlimited Plus starts at $90 per month for a single line and includes unlimited talk, text, and data at up to 4G LTE speeds. Video can be streamed in HD quality, but Stream Saver mode, which reduces streaming video to around 480p quality, is enabled by default and must be turned off through myAT&T.

AT&T Unlimited Plus includes up to 10GB of 4G LTE tethering per line per month, with speeds reduced to a max 128 Kbps for the rest of the bill cycle for eligible devices once the high-speed allotment is exceeded.

Two smartphone lines starts at $145 per month, while up to eight additional devices, such as tablets and hotspots, can be added for $20 per month each. The pricing includes monthly access charges, but it is not inclusive of taxes or additional fees. AutoPay and paperless billing are required.

For a limited time, AT&T Unlimited Plus customers can receive a $25 bill credit towards DirecTV, DirecTV NOW, or AT&T U-verse each month. The bill credits begin in 2-3 billing periods. The total monthly cost for AT&T Unlimited Plus with DirecTV NOW, for example, would start at $100 per month after discounts.

Meanwhile, AT&T Unlimited Choice starts at $60 per month for a single line, and includes unlimited talk, text, and data at up to 3 Mpbs speeds, but with no tethering included. Video streams at a max of 1.5 Mbps, aka about 480p. No discount is offered for bundling DirecTV, DirecTV NOW, or U-verse.

Two smartphone lines starts at $115 per month, while up to eight additional devices, such as tablets and hotspots, can be added for $20 per month each. The pricing includes monthly access charges, but it is not inclusive of taxes or additional fees. AutoPay and paperless billing are required.

For both plans, each line that exceeds 22GB of data usage may experience reduced speeds on that line for the remainder of the billing cycle, but only at times and in areas where there is network congestion, which is similar to 22GB, 23GB, and 28GB soft cap policies from Verizon, Sprint, and T-Mobile respectively.

Additionally, AT&T said both plans allow individuals and businesses to make unlimited calls from the U.S. to Canada and Mexico, and send unlimited texts to over 120 countries. AT&T customers on these plans can also use their plan to talk, text, and use data in Canada and Mexico with no roaming charges.

Video references AT&T's earlier unlimited data plan

AT&T's earlier unlimited data plan started at $100 per month and did not include any tethering, so its new plans offer better value. Meanwhile, Verizon Unlimited starts at $80 per month, Sprint Unlimited starts at $50 per month for a limited time, and T-Mobile ONE starts at $70 per month, inclusive of taxes and fees.