Verizon is phasing out a range of legacy loyalty discounts beginning September 1, 2025, according to multiple sources including Droid-Life, MacRumors, and PhoneArena. Though Verizon has not issued a formal press release, affected customers have reportedly received direct email notices alerting them to the upcoming removal of account-level and line-level discounts—some valued at $10 to $25 per month.

These discounts were often offered to long-term subscribers as incentives to stay on older plan structures rather than switch to newer offerings. The changes will also impact bundled perks like Apple Arcade and Google Play Pass, which were included in certain grandfathered packages.

According to Droid-Life, the notices inform users that these benefits “will be removed no sooner than September 1,” and encourage customers to explore Verizon’s current “myPlan” options. This latest move appears to be part of a broader effort to migrate users off of legacy plans and onto a simplified, modular pricing framework.

While Verizon has not made a public corporate announcement on the change, the consistency of customer reports and secondary verification by multiple industry publications lends strong credibility to the transition.

INSIDER TAKE

For subscription executives, Verizon’s decision to quietly sunset loyalty-based discounts offers a timely signal about the economics of retention, modernization, and plan consolidation:

✔️ Incentive Fatigue Is Real: Over time, long-term discounts can erode margins without necessarily driving incremental retention. Verizon’s move reflects a strategic reassessment of whether these legacy perks continue to deliver ROI.

✔️ Plan Simplification Reduces Cost-to-Serve: Like many subscription businesses, Verizon appears to be aiming for operational efficiency by consolidating plan options, streamlining billing logic, and reducing exceptions tied to grandfathered users.

✔️ Subtle Nudges Can Drive Migration: Rather than forcing subscribers onto new plans, removing legacy benefits allows companies to create a financial delta that encourages voluntary upgrades—minimizing churn risk while improving ARPU.

✔️ Customer Communication Still Matters: The reliance on direct emails rather than a public announcement suggests Verizon is intentionally managing backlash by controlling the message flow. It’s a reminder that timing and targeting are critical when removing benefits that subscribers have come to expect.

This move is emblematic of a growing trend: subscription companies are increasingly reassessing old retention tactics and shifting toward clearer, more modular pricing strategies that favor long-term sustainability over legacy incentives.