Verizon Ends Popular Free Perks Amid Price Hikes, Igniting Customer Backlash

Verizon is shaking up its customer offerings once again—this time by discontinuing long-standing perks that had become staples of its premium phone plans. The telecom giant has announced it will eliminate free subscriptions to Apple Arcade and Google Play Pass for customers on its 5G Get More and 5G Play More plans, effective September 25, 2025. This decision comes amid increased customer dissatisfaction and a steady churn in its wireless subscriber base.

The move affects thousands of Verizon customers who have enjoyed these perks as part of their monthly plans, a value worth nearly $12/month combined. Verizon’s decision follows a troubling Q2 earnings report that showed a loss of 51,000 postpaid phone customers, with churn rates flat at 0.9%—a sign that loyalty initiatives may be faltering.

What Are the Verizon Customer Perk Phone Plan Changes?

Verizon’s newly announced changes target some of the most attractive benefits bundled with its higher-tier plans. Beginning September 22, 2025, the company will no longer include Apple Arcade and Google Play Pass as free perks. By September 25, these services will be fully removed from user accounts.

Customers whose free trial ends before that date will begin to see charges unless they proactively cancel the services. However, if the promotional period ends on or after September 25, the subscriptions will be automatically removed without charges.

Verizon suggests customers can regain access to Apple Arcade through the myPlan account if they select the Apple One bundle—but it would no longer be a free offering.

Why Verizon Is Making These Unpopular Changes

According to CEO Hans Vestberg, Verizon’s strategy is being reshaped by heightened competition and “lingering effects of pricing actions.” Over the past year, Verizon has raised prices multiple times:

• In March 2024, 5G plan rates increased by $4/month.

• In January 2025, additional hikes hit myPlan and New Verizon Plan customers.

• In August 2025, customers received notices about the removal of loyalty discounts and upcoming fee increases effective September 1.

One of the most controversial updates involves the Administrative and Telco Recovery Fee, rising from $3.50 to $3.78 per voice line, and from $1.60 to $3.97 for data-only plans. Activation fees are also being bumped up from $35 to $40.

Customer Reactions: “Enough Is Enough”

The backlash was immediate. Online forums such as Reddit are filled with frustrated comments from longtime customers expressing outrage over repeated price hikes. Many have vowed to switch to rival carriers like T-Mobile and AT&T, citing poor customer service and the removal of loyalty incentives.

One customer wrote, “This is the fifth increase in less than two years,” while another lamented, “Verizon thanked me for 14 years of loyalty—while simultaneously removing my discount.”

These loyalty discounts, often worth $10 to $40 monthly, were originally offered to prevent subscriber churn. Their removal contradicts Verizon’s current narrative about customer retention.

Why It Matters: Verizon Risks Losing More Customers

Verizon’s decision to strip away popular features while simultaneously increasing costs may have serious consequences for customer retention. At a time when 94% of Americans spend an average of $121/month on phone service, any additional cost—especially without added value—can push users to reconsider their carriers.

According to Verizon CFO Tony Skiadas, the company is “doubling down” on AI-powered customer support and exclusive event access via the Refresh app. But the removal of tangible perks, combined with higher fees, may be undercutting those loyalty-building efforts.

What’s Next for Verizon Customers?

With these changes rolling out in September 2025, current Verizon customers are advised to:

• Review upcoming bill statements for new charges.

• Check loyalty discounts that may soon be removed.

• Decide if switching plans or carriers is more cost-effective.

• Cancel Apple Arcade or Google Play Pass manually if the trial ends before September 25.

As Verizon tries to balance its operational costs with customer satisfaction, it risks alienating loyal users at a time when retention is more important than ever.

You Must Know:

What perks is Verizon removing from customer plans in 2025?
Verizon is discontinuing free Apple Arcade and Google Play Pass subscriptions from its 5G Get More and 5G Play More plans effective September 25, 2025.

Will customers be charged for Apple Arcade and Google Play Pass after September 25?
Only customers whose free trials end before September 25 will be charged unless they cancel. If the trial ends on or after September 25, the perk will be removed automatically without charges.

What other price changes are happening at Verizon in 2025?
Verizon is increasing activation fees, administrative recovery fees, and the price of tablet plans, while also removing certain loyalty discounts for long-time customers.

Why is Verizon making these changes?
Verizon cites rising operational costs and increased market competition as reasons behind the changes, along with a strategic shift to boost profitability and customer retention.

How are Verizon customers reacting to these changes?
Many customers have expressed frustration, with some threatening to leave Verizon for competitors like T-Mobile or AT&T due to ongoing price hikes and benefit reductions.

Can you still get Apple Arcade with a Verizon plan?
Yes, but only if you switch to a myPlan account and select the Apple One bundle as a paid perk—it’s no longer free with other plans.