AT&T rolls out AT&T eSIM, a travel‑focused data plan that dovetails with the World Cup in the US, Canada, and Mexico. The service launches on June 11, lining up with the tournament’s kickoff. Travelers can now buy a digital SIM without a physical card, simplifying connectivity across borders for every.

Pricing starts at $3.99 for a one‑day US pass, scaling to $59.99 for a 30‑day all‑three‑country option. Each tier bundles unlimited data and 5 GB of hotspot use, with talk and text add‑ons slated for launch later. All fees include tax, streamlining the total cost for travelers in the tournament season.

To activate, users must own an eSIM‑capable, unlocked phone and install the Connect on Demand app from iOS or Android stores. After arrival, the app purchases and installs the digital SIM, enabling instant roaming without visiting a store or ordering a physical card for every visitor during the world cup.

Jenifer Robertson, AT&T’s EVP and GM, framed the launch as a move to keep fans connected to live action and social media. By offering a flexible, region‑specific plan, AT&T taps a lucrative niche of short‑term travelers, reinforcing its foothold in the competitive mobile‑roaming market for tourists worldwide and fans alike.