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As with Verizon, AT&T is going to great lengths to avoid calling the changes a price hike, as the higher prices come with more data, reducing the cost per gigabyte for many customers.
Indeed many customers will benefit, and those that won't can keep their existing plans.
The price increase underscores how wireless companies see data as a way to boost revenue. Most plans now come with unlimited calls and texts.
The new rates take effect Sunday. AT&T customers who want to keep their existing plans don't need to do anything. They can still add lines to their account, but won't be able to change data levels without switching to the new rates.