Verizon Raises Unlimited Ultimate Price by $5: Who’s Hit, What’s New, and What to Do

Verizon’s latest plan price hike: What changed on May 7, 2026

Verizon has raised the monthly price of its top-tier Unlimited Ultimate wireless plan by $5, a change that took effect on May 7, 2026. The carrier simultaneously “retired” last year’s version—now labeled Unlimited Ultimate 1.0—and introduced an updated Unlimited Ultimate plan that bakes in two paid add‑ons: Verizon Family Plus and Identity Secure. Verizon says existing customers on Unlimited Ultimate 1.0 keep their current rate; the higher price only applies to new activations or customers who switch to the refreshed plan after May 7. (droid-life.com )

The new sticker price (and what you get)

• New price: +$5 per line versus the 2025 rate. For reference, a single line on Unlimited Ultimate now runs $85/month before taxes and fees; multi‑line pricing scales down from there. (droid-life.com )
• What’s added: Verizon Family Plus (parental controls, location features, roadside assistance) and Identity Secure (identity monitoring and related tools) are included by default—benefits Verizon values at $15/month. (droid-life.com )
• Price lock nuance: Verizon continues to advertise a three‑year price guarantee for myPlan (Unlimited Ultimate/Plus/Welcome), but it applies to the “then‑current” base rate at the time you signed up. In practice, that protects existing Unlimited Ultimate 1.0 customers but allows Verizon to set a new, higher entry price for future subscribers. (verizon.com )

Who is affected (and who isn’t)

• Affected: New customers choosing Unlimited Ultimate on or after May 7, 2026; existing Verizon customers who switch into the refreshed plan.
• Not affected: Customers already on Unlimited Ultimate 1.0 as of May 7 retain their prior rate under the three‑year price lock. Verizon has not announced price changes to Unlimited Plus or Unlimited Welcome alongside this move. (droid-life.com )

Why Verizon is doing this now

The shift continues a recent industry pattern: carriers are pairing price increases with “added value” to soften the blow and aim for higher revenue per user. Reporting around the change notes Verizon’s strategy to attach perks while lifting the plan’s headline price, and outside investor coverage frames the move as a test of whether Verizon can raise ARPU while facing subscriber pressure. (phonearena.com )

Offsets and limited-time sweeteners

Shortly after the price hike, Verizon rolled out online-only incentives: waiving the $40 activation fee via a one‑time bill credit for customers who add a line online, and a $100 Verizon e‑Gift card for buyers who purchase a new smartphone and add a new line on any myPlan tier. These offers aim to blunt the impact for switchers and add‑a‑line shoppers. (thestreet.com )

How we got here: the recent history of Verizon price moves

• 2025 fee increases: Verizon raised certain monthly surcharges (e.g., Administrative and Regulatory charges), pushing many bills slightly higher even without a plan change. (tomsguide.com )
• Three‑year price lock introduced: In April 2025, Verizon extended a three‑year price guarantee to myPlan, which still applies—crucially, to the rate in effect when you joined. (verizon.com )
• May 2026: Unlimited Ultimate’s base price rises $5 while bundling Family Plus and Identity Secure; earlier subscribers are grandfathered as “Unlimited Ultimate 1.0.” (droid-life.com )

What this means if you’re shopping (or already a customer)

• Staying put on 1.0: If you were on Unlimited Ultimate before May 7, 2026, you don’t need to do anything to keep your old rate under the three‑year lock. Verify your plan label shows “Unlimited Ultimate 1.0” in your account. (verizon.com )
• Choosing a plan now: Compare whether you actually want or will use the new bundled perks. If not, Unlimited Plus or Unlimited Welcome may deliver similar connectivity at a lower monthly cost—without paying for extras you won’t use. Check Verizon’s current plan matrix for the most up‑to‑date features and multi‑line pricing. (verizon.com )
• Taking advantage of promos: If you’re adding a line, consider doing it online to qualify for the activation‑fee bill credit and the $100 e‑Gift card offer while it lasts. Read the terms carefully for redemption steps and timelines. (thestreet.com )

Key dates and details to know

• May 7, 2026: Unlimited Ultimate base price increased by $5; new plan includes Identity Secure and Verizon Family Plus. Prior subscribers are grandfathered on “Unlimited Ultimate 1.0.” (droid-life.com )
• April 3, 2025: Verizon’s three‑year price guarantee for myPlan took effect; it locks the base price you had on that date (or when you later joined). (verizon.com )
• Ongoing: Verizon continues to market deals and limited‑time credits that can partially offset higher plan costs for new or add‑a‑line customers. (thestreet.com )

Bottom line

Verizon has quietly raised the barrier to entry for its most premium plan—charging $5 more per line while forcing in two security and family management perks. For many customers, the practical impact is limited by the three‑year price lock: if you already had Unlimited Ultimate before May 7, 2026, nothing changes. But anyone activating or switching into the plan now will pay more, even as Verizon dangles online incentives to cushion the increase. Review your actual needs—and the fine print—before moving plans. (droid-life.com )