AT&T rolls out Build‑A‑Plan, a fully customizable wireless subscription that launches online May 27. Customers start with a $15‑per‑month base that includes unlimited talk, text and 1 GB of data, then add data or hotspot bundles as needed. No contract is required, and activation occurs through the carrier’s website, simplifying enrollment.

The add‑on menu lets users pick 5 GB for $5, 15 GB for $10, or unlimited data for $20 with SD streaming (2 Mbps on 5G, 1.5 Mbps elsewhere). For full‑speed unlimited, a $35 tier offers UHD streaming at the network’s maximum rate. All tiers run on AT&T’s 5G/LTE network, and bundles can be changed monthly.

Hotspot capacity is optional: 5 GB costs $5, 25 GB $15 and 50 GB $20. Throttling affects the 1 GB, 5 GB, and 15 GB tiers; unlimited plans keep full speed. Because the plan builds on a base price, consumers can tailor monthly spend tightly to usage, a strategy that could pressure rivals to offer similar à la carte structures.

Analysts see the move as AT&T’s answer to prepaid competitors who already let users pick data chunks. By monetizing each add‑on separately, the carrier hopes to boost average revenue per user while reducing churn among cost‑conscious shoppers. Early adoption metrics will reveal whether flexibility translates into loyalty.