One of the three major carriers is struggling to attract new customers.

According to a new Wave7 Research report, representatives have not observed much customer switching. Jeff Moore, Principal of Wave7 Research, stated in October 2025, "I don't think this is working."

Verizon may be responsible.

Reportedly, Verizon is employing AI to develop individualized deals for consumers. The company's technology examines customer bills for discounts and provides equivalent discounts to match competitor pricing.

While this approach could undercut AT&T and T-Mobile, some customers report that Verizon has not offered them prices lower than their current provider.

T-Mobile recently implied that AT&T and Verizon's prices were too high to lower without harming profits, which may be a factor. After losing customers for six months, Verizon is attempting to attract new subscribers but has not found an effective strategy.

Cable companies are now a preferred choice for new customers. Although AT&T and T-Mobile are still gaining subscribers, the Big Three's popularity is declining. Verizon has the chance to redefine itself and outperform T-Mobile, which may soon become the largest carrier. The company has started improving its loyalty discount program. It needs to deliver on the promise of lower bills and beat competitor pricing.

If Verizon continues to lose customers, this campaign may be viewed as misleading.

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