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AT&T today launched a new ad campaign that goes after T-Mobile, calling out the "litany of misleading and deceiving claims in T-Mobile's marketing."

AT&T's new ad features actor Luke Wilson, with Wilson calling T-Mobile the "master of breaking promises." AT&T points out that the BBB's National Advertising Review Board has recommended T-Mobile change its advertising 16 times over the past four years, though AT&T fails to mention that the NARB also found that some claims were accurate.

Verizon, AT&T, and T-Mobile often ask the National Advertising Review Board to investigate the advertising claims that their competitors are making, and all three carriers are regularly asked to make various changes as a result.

AT&T says that it covers 300,000 more square miles than T-Mobile, and that it had the fewest dropped calls in recent tests. AT&T claims that it is the first and only network to offer a guarantee for its wireless and fiber networks, providing "transparent communication" and proactive bill credits during outages.

Article Link: AT&T Targets T-Mobile in New Ad Campaign
 
I see one black kettle calling out the other black kettle.

After the numerous breaches with T-Mobile and doing away with plans they claimed they wouldn't etc, I switched to US Mobile, which uses the same towers as the big 3 and I pay half of what the big 3 charge. Not to mention, I can instantly switch carrier service.

 
AT&T had the worst land line service in the Phoenix area I have ever experienced. After a year of promises to make the line usable, we just cancelled them and will never even try their wireless service again. Tried their wireless with the iPhone 4 and could not get service at my three homes back in the day (East edge of Phoenix, AZ, Bloomington, IN and Santa Fe, NM. They cancelled the contract as I had more than sufficient cause.

Talk about misleading advertising.....
 
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I was an AT&T user... moved to T-Mobile... then recently switched to MINT! MINT is the perfect solution for me. Yes, it is on the T-MOBILE network, but I recently traveled internationally to France and it prompted me to add an Intl plan and it was awesome. They do not support wearables, but BT connectivity was fine.
 
My personal phone is T-Mobile and my work phone is AT&T. I find T-Mobile's network works a lot better and in more places, and seems to have better building penetration. I switched because they had a free trial that was easy to setup via eSIM - didn't even make me create a login/password.
 
Fun fact:

Almost 10 years after T-Mobile paid $90 million for bill stuffing/mobile cramming, they were still doing it [in at least one instance].

Fraud can pay off if you don’t get caught often/hard enough!
 
🤣

AT&T just mad that T-Mobile is still doing better than they are.

AT&T keeps adding less postpaid phone customers than T-Mobile


AT&T :


Oct 22 (Reuters) - AT&T added more wireless subscribers than expected in the third quarter, as bundled plans and heavy promotions around the latest iPhone launch helped it attract more customers in a fiercely competitive market.

AT&T added 405,000 monthly bill paying wireless subscribers, compared to expectations for 334,100 additions, according to FactSet.



vs T-Mobile:


Oct 23 (Reuters) - T-Mobile added more than 1 million monthly bill-paying wireless subscribers to top estimates in the third quarter and raised its annual forecast, powered by a wave of customers switching from rivals during the crucial iPhone launch period.

For U.S. wireless carriers, the reported quarter is seasonally critical as Apple's latest iPhone models typically trigger a spike in upgrades and new subscriptions.

T-Mobile's premium plans have helped it win a larger share of "jump-balls" in what analysts have described as a "musical chairs" environment.

The monthly-bill paying wireless subscriber additions marked T-Mobile's highest in the third quarter in more than a decade. Analysts had expected 844,900 additions, according to FactSet.

T-Mobile is also drawing customers with its T-Satellite plan, which allows users to connect in remote or rural areas where traditional wireless service is limited.

A vast majority of users that are opting for the direct-to-cell service are getting it through T-Mobile's "Experience Beyond" plan, which offers it at no extra cost, Mike Katz, president of marketing, strategy and products, T-Mobile, told Reuters.

T-Satellite, which commercially launched in July with access limited to SMS texting, MMS, picture messaging and short audio clips, now supports widely used apps, including WhatsApp, Google Maps and X.

The carrier now expects to add between 7.2 million and 7.4 million total postpaid net customers in 2025, compared with its prior projection of 6.1 million to 6.4 million additions.





AT&T is also seeing a higher churn rate than T-Mobile

AT&T:


The not-so-good: Higher churn and dipping ARPU

While AT&T's results were generally positive, there were a few minor hiccups that investors should be aware of. First, postpaid phone churn is ticking up. Postpaid phone churn was 0.92% in the third quarter, up from 0.78% in the prior-year period. That's still low in an absolute sense, but it could be a sign that consumers are becoming more willing to switch providers in search of deals and incentives.

Second, average revenue per postpaid phone user is now trending in the wrong direction. Postpaid phone ARPU was $56.64 in the third quarter, down 0.8% year over year.



vs T-Mobile:


T-Mobile delivered exceptional net customer additions. Total postpaid net customer additions reached 2.3 million for the quarter, an increase of roughly 772,000 from a year ago. Within that, postpaid phone net additions came in at 1.0 million — the highest Q3 level in more than a decade and an industry-leading figure.

Putting these numbers into perspective, T-Mobile COO and incoming CEO US Srini Gopalan said on the investor call: “We had our all-time best postpaid customer account growth … we achieved our best-ever total postpaid net additions and delivered over a million postpaid net additions … What I like is how broad-based this growth is. It’s in the top 10 markets; it’s in smaller markets and rural areas.”

T-Mobile maintained its industry-leading churn performance in Q3 2025. Postpaid phone churn was 0.89%, nearly flat year-over-year (up just 3 basis points) — continuing to outperform peers. Prepaid churn improved slightly to 2.77%, down one basis point. These metrics highlight the operator’s continued customer loyalty gains as it expands its 5G and broadband footprint, reinforcing its claim as the “best in industry” for retention.




This has been the case quarter after quarter and year after year for many many years now.

T-Mobile has been outperforming AT&T for at least the last 10 years.

chart.png
 
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No dropped calls?? I sometimes forget my phone is capable of that. I would choose a carrier if they had cheaper option, that had no call cell plan, just text messaging and internet is all I need.
 
Talk about the charred, crispy pot calling the kettle black. T-mo has gotten worse over the years, and isn't great, but getting called out for deceptive business practices and bad-faith marketing by AT&T is like Google insulting another company about ads in search results. The only company trying to throw poop while more covered in it is Verizon.

Also, those miles of coverage should have a giant, fat asterisk on them that says "AT&T's coverage map is flagrantly lying about where you actually get a signal". I have T-Mo, most of my co-workers have AT&T. If I zoom in on a small town near where I live, AT&T shows the entire thing as dark blue "5G+" coverage.

But I know half the time they can't get any signal inside a commercial building there when I can--so much so that people who work there often ask what carrier I'm using since I can get a signal when they can't--and there's a road on the way out of town that AT&T's map says should have the best 5G+ coverage that so reliably drops connections people driving home on meetings will outright say that they're going to lose signal for a minute when they get near.

T-Mobile's coverage map used to be pretty accurate and is also lying now (seems they've removed the hex view that used to show real signal), but at least it shows weak coverage where there is in reality none, and in practice I get better and more reliable signal than anyone I know on AT&T does, so the maps are irrelevant.

TMo has international data roaming included.
This.

T-mo used to be really good, it's declined noticeably but is still pretty good... but until one of the other carriers offers unlimited international roaming at no additional fee, any plan comparison to me is comparing apples to bruised-up lemons.

For someone on a plan with two phones that cumulatively spend 5-6 months a year in another country, having to do exactly nothing to enable data roaming while there is absolutely invaluable. Get off the plane, phone works, you have my business.

For another $50/month, I can get a decent number of gigs of high-speed data and regular calling, which I do sometimes for work, but 256kBit is plenty to use a map, check my email, look something up, message people, and make a FaceTime audio call, so is all that's really necessary.
 
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God this just makes me remember when I use to have T-Mobile it was drop calls at least 3 a week when I switched to AT&T I never had one once even in the most remote places but the price for service is ridiculous I’d rather have mint or Xfinity for price point and have like 1 dropped calls a month haha
 
I had T-Mobile at one point in my life, but I moved and their coverage area didn't. Then they had multiple data breaches so I tapped out. Probably won't go back since I've been a customer with my current carrier for almost 10 years.
 
The ad is pretty good– straightforward and cute. I had T-Mobile for a few years when I was mostly in NYC but can no longer do it as I spend more of my time in rural areas now. In these areas, AT&T is on par or better than my father's Verizon.
 
Well, an ad actually worked.

I live in a cellular dead zone, and I've had Google Fi, Verizon, and T-mobile, and there's no service across any. My neighbors have said the same about all the carriers, including AT&T so I never tried it. On a lark after seeing the ad I went to AT&T's web-site and they have a 30 day eSIM trial for iPhones, and I actually get one bar and it works (without WiFi calling, which is what I've been using but we have frequent power outages which renders WiFi calling useless). So I guess I'll be switching.
 
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