Overview
- AT&T announced Build‑A‑Plan on Thursday, May 21 and said the online service will go live on May 27 with full pricing posted at att.com/plans/build-a-plan/.
- The base tier costs $15 per month and includes unlimited talk, unlimited text, and 1 GB of data; customers can swap that 1 GB for paid data tiers or unlimited options each 30‑day cycle.
- Data add‑ons start at $5 for 5 GB and $10 for 15 GB while unlimited data costs $20 for SD video or $35 for UHD video; hotspot add‑ons range from $5 for 5 GB to $20 for 50 GB.
- The plan is online‑only, requires a BYO unlocked phone with eSIM support, is limited to one line per subscription, and prices exclude taxes and fees while smaller data tiers throttle speeds after use.
- AT&T is marketing the plan as a lower‑entry option versus T‑Mobile and Verizon and the move reflects a wider industry shift toward unbundled, flexible pricing that could pressure rivals and benefit light or single‑line users.