LifeMD Waives $19 Fee and Pays AT&T for Leads in New Deal

at&t lifemd subscriber acquisition subscription bundles telehealth Sep 17, 2026

LifeMD is waiving its $19 monthly membership fee for eligible AT&T customers while initially paying AT&T a fixed fee per lead, opening an acquisition channel far larger than its current subscriber base.

LifeMD ended June with approximately 356,000 active patient subscribers. Its new agreement with AT&T puts the virtual healthcare company in front of an audience many times that size.

About 29 million AT&T wireless and fiber customers across 11 states are included in the first phase. Additional markets are scheduled to join in January 2027, with more than 100 million AT&T customers eventually expected to be eligible.

The customer offer sounds simple: eligible AT&T customers can get a LifeMD membership without paying the normal monthly fee.

LifeMD's SEC filing gives us another piece of the arrangement. LifeMD will initially pay AT&T for the leads the partnership generates.

What AT&T Customers Get

Customers must enroll to receive the benefit.

LifeMD's normal $19 monthly membership fee is fully waived, which the companies value at $228 annually. The announcement calls it a limited-time offer but does not say how long the fee waiver will continue for an individual customer.

Medical care and prescriptions still cost extra.

Message-based care starts at $29, urgent and primary-care video visits at $49, and specialty care at $79. Customers can also use insurance, Medicare or available cash-pay options for visits and prescriptions.

What LifeMD Pays

LifeMD's Sept. 15 Form 8-K says the company will initially pay AT&T a fixed fee per lead.

The filing does not disclose the fee or define how a lead will be measured for payment. It says the companies will negotiate the compensation structure that follows.

The companies will also have a joint steering committee overseeing areas including marketing, budgets, pricing and performance. The agreement has an initial one-year term and automatically renews for additional one-year periods unless either company provides notice.

A lead is not the same as an enrolled customer, much less one who goes on to use paid care. How those leads perform will be an important part of the economics.

A Much Larger Acquisition Channel

LifeMD reported $47.3 million in second-quarter revenue and $28.0 million in selling and marketing expense. Management has also been working to reduce patient-acquisition spending and broaden growth beyond paid media through pharmaceutical, insurance, Medicare, employer and enterprise relationships.

LifeMD earns revenue from more than the $19 membership being waived in the AT&T offer. In the second quarter, the company reported $29.3 million in telehealth subscription revenue and $18.0 million in telehealth product revenue. Those categories cover a broader mix of subscriptions, care and products across the LifeMD business.

Under the AT&T offer, LifeMD waives the standard membership fee for enrolled customers and initially pays AT&T for leads. Enrolled customers still pay for the healthcare, prescriptions and other services they use, giving LifeMD opportunities to generate revenue after enrollment.

What happens after the lead is where this gets interesting.

INSIDER TAKE

The scale of this partnership changes the question. This is more than an acquisition-cost question. It is a market-expansion play and an operating test.

LifeMD had approximately 356,000 active patient subscribers at the end of June. The initial AT&T rollout alone covers 29 million eligible customers.

If just 1% of that initial group enrolled, that would be about 290,000 people. That isn't a forecast or a direct comparison with LifeMD's active patient subscriber count. It shows how quickly even a low enrollment rate could create meaningful demand across the platform.

If the partnership generates meaningful enrollment, LifeMD will need its provider network, pharmacy, customer service and other operations to grow with that demand.

The AT&T partnership will give us an unusually visible test of whether LifeMD can turn AT&T's reach into enrolled customers, paid healthcare usage and durable customer value, while growing the operation needed to serve them.

Related Member Resources

The AT&T agreement gives LifeMD access to a customer pool far larger than its current subscriber base. For subscription operators, the important question is what that channel actually produces: what it costs to acquire customers and whether those customers become valuable over time.

Subscriber Acquisition Channel Assessment: Compare Subscriber Quality by Channel
This assessment gives operators a practical way to compare acquisition channels by the quality of the subscribers they produce, rather than reach or volume alone. For a partnership like AT&T and LifeMD, it helps frame the measures to watch as leads become customers, including acquisition cost, conversion, retention and payback.