Verizon is struggling to shake a consumer trend that continues to grow legs, especially after the phone carrier released several price hikes last year for its services. Leasses has an understanding of customers.
In its third earnings report for 2025, Verizon reported a net loss of 7,000 phone customers shipped in the quarter, as churn reached 0.91%, compared to the addition of paid phone customers for the same period in 2024.
The loss of customers follows Verizon’s decision to make several critical changes to its wireless services over the past few months.
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February: Verizon has dropped monthly rates for MyPlan and New Verizon Plan accounts by $3 to $5, citing “operating costs.”
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Go away: Verizon is increasing the monthly price of the Verizon Mobile Mobile Protecting Multi-Device Plan and the Verizon Protected Device Protecting Device Plan by $8.
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August: Verizon device premium increased from $35 to $40.
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September: Price changes started.
Verizon shipped its tablet plans for $5 to $10, depending on the plan. Verizon’s and Verizon’s TETCO reimbursements increased by nearly 30 cents, while Verizon-controlled cases were up 3 cents. Non-renewable loyalty discounts, which usually range from $10 to $40, were even discontinued.
As these changes are rolled out throughout the year, many Verizon customers grow increasingly frustrated with the company and threaten to threaten the relationship. Verizon introduced many deals and discounts, as well as a three-year key guarantee, to try to win back customers; However, its chupn rate continued to rise throughout the year.
At the meetings of its customers, on Oct. 6, Verizon named Dan Schulman as the company’s new CEO, replacing Hans Vestberg.
At the time of receipt of income on Oct. 29, Schulman said it was Verizon that “clearly fell short” of its chances.
“We’re not bringing shareholder returns to prospective investors,” Schulman said. “Without investing heavily in network leadership, we couldn’t translate that into market wins.”
He also said that there are four reasons why verizon is losing customers: price increases, conflicting customer experience, poor value perception and intense competition in the telecom industry.
Related: Verizon Angers Customers With New Loyalty Tact
Schulman stressed that Verizon needs to “aggressively transform” its culture and financial profile by being “customer-centric and operational and financially disciplined with a focus on share price.” He also admitted that the recent price hikes were a bad idea.
“Over the past few years, our financial growth has been so dependent on price increases, a strategic approach that relies heavily on price without subscriber growth is not a sustainable strategy,” Schulman said. “Every year, it becomes difficult to grow as we increase the previous price and get high churn. This cannot continue, and there is no question that a meaningful change is needed.”
His comments come at a time when many Americans are looking for cheaper phone plan options as they face rising phone service prices.
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Average cost of an unlimited data plan for American households $244 per month.
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About each other 42% Verizon, it-mobile and AT&T customers have seen their phone bills last year, ie 7% higher than average.
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Above 833.2 million US households sell out on phone plans every year.
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And, 58% for verizon, T-Mobile and AT&T customers think work hard on a different phone line as their services are very expensive.
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All three carry slaves risk being lost 230 million Customers because of the advanced mobile plan.
Source: Chlowlout
Phone carriers are also fighting growing competition from cable TV companies, which have offered consumers bundled phone, Internet and TV services at discounted prices. Many customers are shocked by this offer.
The latest data from Moffett Nathanson, shared by Light Reading, found that Spectrum, Comcast, and Altice in the USA added 2086,000 new phone customers in the first quarter of 2025, an increase from the 804,000 they added in the same quarter in 2024.
To attract and retain customers, Schulman said Verizon’s main goal will be to “build loyalty and drive significant improvements in retention.”
“We have to make it very easy to do business with us,” Schulman said. “You should expect a bold execution enabled by sophisticated and strong advertising, actions that strengthen loyalty and the elimination of disruptive offensive methods without corresponding value.”
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He also said that Verizon’s transformation will not be about “immediate promotional activities.”
“It’s about creating the truth, not repeating our competitors,” he said.
Schulman also doubled down on the company’s plans to use artificial intelligence-powered innovations to “transform” the “customer experience.”
“I intend to use AI as a key tool to simplify the offer, improve the customer experience and reduce good, consistent and personalized marketing,” he said. “And we will develop AI throughout the company to make it easier for our employees to delight our customers and greatly improve the service to reduce costs and many problems of business processes.”
He also warned that all these changes “will not happen overnight, and there is not a single silver bullet.” For Verizon to win, he said, “It will take hard work, strategic focus and thoughtful execution.”
In a statement to Thestreet, Dominick Miserandino, CEO of RTMnexus, said that it is important for the CEO of Verizon to use the program that improves the information suggested in the company.
“You can build the best 5G network in the world, but when the customer hears the prices go up they go up and fix it,” Mesrandino said. “His plan isn’t about another sales pitch; it’s about making Verizon easier, faster, and easier to deal with. Customers don’t want to play games, they just want a system that works and not deal with the technical side of it.”
Related: AT&T is suffering from a terrifying customer crisis
This story was originally reported by TheSStreet on November 1, 2025, where it appeared first in the category Shopping. Add Thestreet as your favorite source by clicking here.
