Verizon Raises Premium Plan Price—Then Rolls Out Mother’s Day Bundles and Online Perks

Verizon dangles fresh promos days after raising plan prices

Verizon has quietly raised the monthly price of its top-tier Unlimited Ultimate plan by $5 for new activations and customers switching into the plan, effective May 7, 2026. Within 24–48 hours, the carrier rolled out and spotlighted limited-time phone bundles and online incentives in the run‑up to Mother’s Day, signaling a bid to cushion the optics of the hike while keeping switchers engaged. (phonearena.com )

What changed on May 7

• Unlimited Ultimate 1.0 was retired and replaced with an updated Unlimited Ultimate that now includes two bundled extras: Identity Secure and Verizon Family Plus. Those inclusions are presented by Verizon as roughly $15 in added monthly value. Existing subscribers can keep their prior version; the higher $5 rate applies to new sign‑ups or customers moving to the new plan after May 7. (verizon.com )
• Verizon’s current pricing page lists the standard (pre‑discount) rate for Unlimited Ultimate at $95 for a single line, with multi‑line pricing stepping down to $60/line for four or more lines, before Auto Pay and other credits. (verizon.com )

The immediate promotions Verizon pushed

• Triple‑Apple bundle for Mother’s Day: “Switch & get iPhone 17, Apple Watch Series 11 & iPad on us,” with fine print requiring a new smartphone line on myPlan and service plans for watch/tablet. Verizon’s deals hub flagged these offers as ending May 13. Third‑party tech outlets also highlighted a $100 Verizon gift card tied to the promo window. (verizon.com )
• Parallel Android bundles: Verizon’s site simultaneously promoted Samsung and Google three‑device “on us” bundles with similar terms, also marked to end May 13. (verizon.com )
• “4 phones for $0” and “4 lines for $25/line” headline offer: Featured on Verizon’s homepage for Unlimited Welcome with Auto Pay, framed as a family value play. (verizon.com )
• Online add‑a‑line sweeteners: In the days after the price change, Verizon introduced online‑only incentives that TheStreet reported as a temporary $40 activation‑fee waiver (reimbursed as a bill credit) for customers adding a line or bringing their own device, plus a $100 Verizon e‑gift card for adding a new smartphone line on an unlimited plan. (thestreet.com )

What’s still live after May 13

Mother’s Day bundles were explicitly time‑boxed through May 13, 2026. As of May 18, Verizon continues to advertise device‑on‑us deals, including an “iPhone 17 Pro on us” switcher offer (gift card plus eligible trade‑in on Unlimited Ultimate) and several $0‑with‑new‑line promotions across Samsung and Google flagships. Availability and terms vary by plan tier and line count. (verizon.com )

Why Verizon is doing this

Verizon has been signaling a “price with added value” posture under its refreshed myPlan strategy, pairing list‑price adjustments with perk credits and periodic device promos. The $5 Unlimited Ultimate change was accompanied by the inclusion of Identity Secure and Verizon Family Plus—features Verizon positions as protection and family‑management add‑ons—while maintaining a three‑year price lock on the base plan rate. That lock applies to the rate at sign‑up and doesn’t cover taxes, fees or future perk pricing. (verizon.com )

How the math can net out for customers

• Single‑line premium users moving to Unlimited Ultimate after May 7 face a higher sticker price ($95 standard rate before discounts). The added Identity Secure and Verizon Family Plus credits can offset the increase if those services would otherwise be purchased separately. (verizon.com )
• Families adding lines can reduce per‑line costs on Unlimited Welcome or Plus, particularly when stacking Auto Pay and “4 lines for $25/line” type promos; however, premium‑tier device deals often require the pricier Unlimited Ultimate. Reading the plan fine print remains essential. (verizon.com )
• Switchers during promo windows may capture outsized value via multi‑device bundles and e‑gift card rebates, but those typically demand 36‑month bill credits and line commitments. (verizon.com )

The broader backdrop

Industry watchers framed the $5 uptick as a test of whether Verizon can lift revenue per user without stoking churn, even as it leans on promotions to stay competitive. Early coverage emphasized that the increase targets new activations, with existing Unlimited Ultimate 1.0 customers grandfathered under their three‑year rate guarantee. (simplywall.st )

Timeline

• February 2026: Verizon implements selected plan and fee changes (including targeted increases on certain large multi‑line myPlan configurations), foreshadowing today’s higher list prices. (saveonphone.com )
• May 7, 2026: Unlimited Ultimate price increases by $5 for new activations and plan‑changers; updated plan adds Identity Secure and Verizon Family Plus. (rvmobileinternet.com )
• May 7–13, 2026: Verizon promotes Mother’s Day three‑device bundles and other switcher deals; online incentives appear for add‑a‑line/BYOD. (verizon.com )

Bottom line

Verizon’s playbook this month pairs a premium‑tier price hike with headline‑grabbing promos and online incentives. For consumers, the best value depends on timing and plan fit: premium seekers may justify the extra $5 with the newly included protections, while families and switchers can still find meaningful savings in multi‑line offers and limited‑time bundles—if they’re comfortable with 36‑month credits and plan requirements. (verizon.com )