AT&T and Verizon are shifting strategy from multiline family plans to individual offerings. AT&T launched its Build-A-Plan in May, starting at $15 a month for one line with options to add data, wireless hotspotting, and home internet. A single line previously started at $50 a month, with additional connections getting cheaper. A month later, Verizon unveiled its Simplicity plan, offering unlimited data at $45 a month for current customers or $30 for switchers—below its prior $55 starting price for a single connection.

The new options let some customers cut bills while giving carriers a foothold with individuals whose needs evolve as they age, move, and add connected devices. "This could catalyze some family conversations" as the price differential between single-line and multiline plans shrinks, said David Barden, telecom partner at New Street Research.

Big carriers long leaned aggressively into family plans to add connections. Sprint even marketed a "Framily" plan blending friends and family. T-Mobile US completed its acquisition of Sprint in 2020.