AT&T unveiled a new customizable wireless option called Build-a-Plan that starts at $15/month for unlimited talk, text, and 1GB of data. The service lets customers pick only the features they need rather than accepting preset bundles. Plans begin at $15/month and scale up based on data and feature selections, with a $25/month option providing 15GB data and unlimited talk and text.

The flexible approach allows users to modify their plan monthly, adding or removing features as needs change. Someone planning a vacation could upgrade to unlimited data temporarily, then scale back afterward. This addresses common frustration with traditional carriers locking customers into fixed-rate plans with unused features.

Jenifer Robertson, AT&T Consumer's executive vice president, said customers want plans matching their actual usage rather than one-size-fits-all bundles. Build-a-Plan launches Wednesday, May 27, through att.com/plans/build-a-plan/. The service positions AT&T competitively against carriers offering rigid plan structures while emphasizing cost transparency.