T-Mobile takes aim at competitors with new deals

T-Mobile has vowed not to unexpectedly increase customer rates, continuing a string of promotions aimed at drawing subscribers and catching up to larger competitors.

"I'm going sign a contract to every customer that says your data plan and your rate will not go up, the fixed plans, while I'm here," T-Mobile CEO John Legere told CNBC's "Squawk Alley" on Wednesday from the company's "Uncarrier" event.

The news follows past moves that include tossing out long-term service contracts and allowing users to carry over unused data. The fourth-largest U.S. wireless company also unveiled plans to pay up to $650 per line for customers to get out of carrier contracts.

Read More4 ways to trade big telecom

Additionally, it announced new data and calling plans for small businesses.

John Legere, CEO of T-Mobile at Code Mobile.
Asa Mathat | Recode
John Legere, CEO of T-Mobile at Code Mobile.

Giants AT&T and Verizon currently account for 87 percent of wireless revenue from businesses. Legere's tenure, which started in 2013, has been marked by promotions and discounts meant to shift from traditional telecom practices and draw new business.

"The number one core thing here is to change that industry," Legere said on Wednesday.

Read MoreWhy Google's really getting into the mobile business: Analyst

Last month, T-Mobile reported quarterly profit and revenue that beat Wall Street expectations. It added more than 2 million subscribers in its fourth quarter ending in December.

However, its average revenue per phone users fell as more consumers shifted to its lower-cost plans.

Reuters contributed to this report