AT&T has lost customers due to competition and increased discounts, as competitors increase deals and discounts. The company's postpaid phone churn hit 0.98% in Q4 2025, up from 0.85% the previous year, and 255,000 prepaid phone customers ended their service, raising churn to 2.89%, up 16 percentage points year over year. Despite this, AT&T is increasing wireless plan prices and adding an extra 20GB of hotspot data per month to older plans. The move comes after the company introduced three new phone plans earlier this month. Critics, including RTMNexus CEO Dominick Miserandino, have criticized the move, calling it a "massive gamble" for AT&TT.