T-Mobile launched a $46-per-line plan and aggressive Galaxy S26 promotions to combat rising churn, which hit 1.02% in Q4 2025. This marks a 1.02% churn rate – up from 0.89% the prior quarter – forcing the carrier to double down on device deals amid fierce competition. The carrier's CEO, Srini Gopalan, acknowledged industry-wide churn normalization, noting customers are more sensitive to price hikes.

T-Mobile's new offers include a Better Value plan starting at $46 per line with autopay, a Galaxy S26 Ultra deal (up to $1,300 off) requiring only a new line, and trade-in incentives for the S26 series. These moves come as rivals like Verizon and AT&T also ramp up generous device promotions, including free iPhone 17s and Galaxy S26 devices, to retain customers. A recent Oxio survey reveals 70% of Americans reassess plans annually, with 79% prioritizing price over network quality.

Oxio CEO Nicolas Girard warned carriers must reduce complexity and communicate transparently to win in 2026. T-Mobile's aggressive promotions signal a critical battle for wireless dominance as consumer price sensitivity intensifies.