I've been a happy Verizon customer for almost 10 years and it's actually been the cheapest option for our 12-line family plan for a majority of that time.
In the past I had the $100 unlimited 4G bucket plan and you just added lines at $20/each, and everyone received the unlimited benefits. That was way cheaper than ATT and Tmobile, even without any additional corporate discounts. Then, I made a boo-boo by upgrading my phone instead of paying for it outright and lost that great unlimited 4G plan. Oh well, live and learn.
I've compared pricing with Tmobile and it would only save us $50 a month on our 12-line plan...not enough for me to consider switching, and that was before Tmo started increasing their prices.
The Verizon Ultimate Unlimited is actually a pretty good option in my mind and I've switched two lines to UU ahead of our trip to Europe. For us, Verizon UU is only $55/month and a better alternative than the $100 International plan add-on. There are three of us traveling but my main line has banked 14 free TravelPass days so that will cover me for the entirety of the trip. When we did a Mediterranean cruise two years ago I used Google Fi for the second eSIM and that worked well (for Android), but this time UU looks more attractive for two iPhones and free TravelPass on my Fold6.
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