The ‘Big 3’ in wireless (AT&T, Verizon, and T-Mobile) are always looking for a way to take jabs at and get ahead of one another.
Years ago, T-Mobile decided after being the perpetual underdog, they had to swing the game in their favor. After nearly being acquired by AT&T in an eventually failed deal in 2011, T-Mobile made major investments to compete. Through the voice of John Legere came the Un-Carrier in 2013, a mantra the company keeps to this day.
Their claim is to relentlessly put the customer first, even though in recent years, unregulated control over their third-party retailers, the FCC calling their claims bogus, and pushing excessive fees have challenged their stance.
AT&T has kept up with T-Mobile’s promotions and network development over the years. They remain a competitive major option for both wireless and wireline services across the United States. The faltering moments for T-Mobile gives them the chance to become the carrier known for the way it puts customers first.
Enter the “AT&T Guarantee”, big blue’s foray into offering their customers direct language about how they work hard to keep you happy, ‘levelling up’ the industry. Is it as good as they want you to believe?
“We’re the only ones that can meaningfully do it as the leaders in converged connectivity experiences.”
Source: AT&T
The “AT&T Guarantee”
In a press release, AT&T announces and details the “AT&T Guarantee”, which began on January 9th 2025. The guarantee is the first of its kind among the industry because it’s covering both a wireless and fiber network. That’s a plus over T-Mobile, which has an extremely small wireline footprint by comparison, and over Verizon, which basically has no kind of guarantees like this at all.
The AT&T Guarantee also covers both individual consumer and small business accounts. No matter how you are a customer, AT&T aims to support you.
“A bold promise to our consumer and small business customers that we will deliver the connectivity they can depend on, the deals they want, and the prompt, friendly service they deserve. And if we fall short of this – we’re going to take action to make it right.
Source: AT&T
There are three major components to the AT&T Guarantee.
- Connectivity you can depend on. AT&T will proactively credit you a full day of service for accounts impacted by a network outage. For wireline (that’s home fiber and DSL), 20 minutes or more will get the credit. For wireless, 60 minutes or more. AT&T will also reach out to small business accounts who qualify for these credits with additional support to make it right.
- The deals you want. AT&T promises to give device offers to both new and existing customers. They will also not require you to be on their most expensive rate plans to be eligible. This is a direct contrast to other carrier offerings, where T-Mobile’s “Go5G Next” or Verizon’s “Unlimited Ultimate” plans are required to unlock the best device deals. You can right-fit your plan and still get the best devices.
- Service you deserve. AT&T will offer you a reward card if you can’t get technical support on the phone or receive a callback offer within 5 minutes (or they miss a callback). You also get a reward card if they can’t schedule a same-day or next-day fiber technician appointment.
Customer-Centric Wireless Works
“With the customer as our compass, this bold initiative embodies the very essence of our company’s Purpose. Customers tell us they want confidence in their service provider and offering a guarantee makes them four times more likely to choose a brand that offers one. It’s about being transparent, taking action and ensuring our customers know they are supported. We’re committed to delivering on our promises. We are walking the walk and talking the talk – and this is just the beginning.”
Kellyn Kenny, AT&T Chief Growth & Marketing Officer
As T-Mobile proved in years past, putting customers truly first can lead to major gains over time. AT&T has done the research. They know that customers want a company to be held accountable when they miss expectations, offer the newest devices without catches, and that you don’t want to jump through hoops just to get help. Now with this guarantee, any present or future customer can get in on the initiative.
We can only hope T-Mobile responds with stronger Un-Carrier moves, and Verizon also joins in to match the new expectations brought on by the AT&T Guarantee. Telecommunications companies competing on who can treat you the best is good for everyone. This is the right kind of pressure to put on. Time will tell if AT&T can meet these expectations, and if they get other carriers to follow suit.
You can read about the customer guarantee or the business guarantee for more info.
