Verizon on Wednesday announced a series of price cuts, chopping $10 per month off most of its monthly data plans.
A monthly shared data plan with 1 gigabyte of data will now start at $30 per month, rather than $40, with other rate plans getting a similar cut. Verizon is also introducing new data buckets at points where it didn’t have a plan previously.
The reductions are notable as Verizon has been the most resistant of the carriers to join in the ongoing price battle. As recently as last month’s earnings call, CFO Fran Shammo downplayed interest in engaging in a price war, saying, “There’s going to be certain customers who leave us for price and we are just not going to compete with that because it doesn’t make financial sense for us to do that.”
Verizon itself seemed conflicted, at times characterizing the move as offering more data for the same price, while also including a graphic depicting it as a price cut. “As the market leader, we are committed to delivering customers the solutions and value that make sense for their lifestyles,” Chief Marketing Officer Nancy Clark said in the statement.
Existing customers should take note. They can use the cuts to either get more data for the same price or to cut their bills by $10 per month, but neither happens automatically. Starting Thursday customers can go to the MyVerizon site and opt for one of the new plans.
Sprint and T-Mobile have been most aggressive, with Sprint vowing to cut AT&T and Verizon service fees in half and T-Mobile on a years-long effort to challenge industry norms.
Verizon also said it would offer customers bringing in a phone line from another carrier a one-time $100 credit. All of the new pricing and credits are for a limited time, Verizon said.
This article originally appeared on Recode.net.