Verizon (NYSE, Nasdaq: VZ) today unveiled a sweeping transformation designed to put customers first, eliminating common industry fees and introducing simpler plans and a groundbreaking loyalty program. The moves, announced June 16, 2026, mark a significant shift away from traditional carrier practices that have long frustrated consumers.
For the first time in the industry, Verizon is removing activation and upgrade fees for all postpaid customers who opt into the new Verizon Loyalty program. Previously, these fees could cost up to $40 per device. Customers can opt in with a single step through the My Verizon app. "We're fundamentally reshaping Verizon inside and out to put the customer at the center of everything we do," 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."
Alongside fee elimination, Verizon launched "Verizon Dollars," a first-of-its-kind program that rewards all customers with 3% back in Verizon Dollars every month, regardless of their plan. Starting in July, these dollars can be redeemed for devices, accessories, or up to 5x value from top brands including Sephora, Hilton, Marriott, and Starbucks. "Customers reward us with their loyalty every month. Verizon Dollars lets us reward them back, on their terms," said Alfonso Villanueva, Interim CEO of Verizon Consumer Group.
Another component is "Verizon Shine," a weekly sweepstakes offering once-in-a-lifetime experiences every Monday, such as trips to the FIFA World Cup 2026 Final with David Beckham, VIP access to Outside Lands festival, and flyaway experiences to NFL games in Australia and Paris. Daily drops include free coffee from Starbucks, Dunkin' treats, and gift cards to Ulta and Amazon. All customers on any plan can participate.
Verizon also introduced two new plans: "Verizon Simplicity" and "Verizon One." The Simplicity Plan, priced at $45 per line ($30 promotional for switchers), includes access to Verizon's best 5G network with no network tiers, 10GB of premium mobile hotspot, roaming in Canada and Mexico, and satellite texting. Customers can add home internet starting at $35. "With Simplicity, we're democratizing our network at a thoughtful price point," Villanueva said. Verizon One combines mobile and home internet for $70 per month, with taxes and fees included, targeting new customers seeking a single bill.
The announcement is expected to be accretive to revenue and EBITDA growth and drive continued churn reduction. Verizon reaffirmed its 2026 financial guidance. The company's marketing campaign features Mike Myers as Dr. Evil from "Austin Powers" and a Spanish-language campaign using the cast of "Yo soy Betty, la fea" to satirize industry complexity.
For more details, visit verizon.com/loyalty or the My Verizon app.
