Verizon (NYSE, Nasdaq: VZ) today announced a series of customer-centric changes, including the elimination of activation and upgrade fees, the launch of a new loyalty program called Verizon Loyalty, and the introduction of simplified plans such as Verizon Simplicity and Verizon One. These moves are part of a multi-year transformation aimed at reducing complexity and putting customers first.
“We’re fundamentally reshaping Verizon inside and out to put the customer at the center of everything we do. We’re listening, designing for them, and moving faster than we ever have before,” 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. We are working to ensure everything that we do is simple, clear and delightful.”
In an industry first, all postpaid customers on any plan can opt into Verizon Loyalty and say goodbye to activation and upgrade fees—up to $40 per device. Customers can opt in through the My Verizon app. Additionally, Verizon Loyalty introduces Verizon Dollars, a program that rewards customers with 3% back every month, redeemable for devices, accessories, or up to 5x value from top brands including Sephora, Hilton, Marriott, Starbucks, and more. The program also includes Verizon Shine, a weekly sweepstakes offering once-in-a-lifetime experiences such as tickets to the FIFA World Cup 2026 Final, VIP access to Outside Lands festival, and a trip to the first NFL game in Australia.
Verizon also launched Verizon Simplicity, a plan priced at $45 per line ($30 promotional offer for switchers) that provides access to Verizon’s best 5G network, including 5G Ultra Wideband, with no network tiers. The plan includes unlimited data, 10GB of premium mobile hotspot, roaming in Canada and Mexico, and satellite texting. Customers can add home internet starting at $35 per month. For those new to Verizon, Verizon One combines mobility and home services on one bill for $70 per month with taxes and fees included, powered by Verizon’s 5G and fiber networks.
“With today’s news, we’re doubling down on what customers actually want: simpler experiences, less friction and more rewards for being a customer. We’re putting meaningful value back in their pockets, and making it feel easy and intuitive,” said Alfonso Villanueva, Interim CEO, Verizon Consumer Group and Verizon Chief Transformation Officer.
These announcements build on the success of myPlan, which customers can continue to enjoy. The company expects these initiatives to be accretive to revenue and EBITDA growth and to drive continued churn reduction, with no change to 2026 financial guidance.
For more information, visit verizon.com/loyalty or the My Verizon app. The original press release can be found at Verizon News Center.
