Verizon launches loyalty program and two simplified plans

Verizon announced a major overhaul of its consumer offerings on Tuesday, introducing a new customer loyalty program and two simplified service plans in a bid to retain subscribers and attract new ones. The changes target common industry pain points like complex pricing and fees, while directly competing with rival carrier promotions.

The centerpiece of the announcement is the Verizon Loyalty program, which is available to all postpaid customers. The program eliminates the standard $40 activation and device upgrade fees for those who opt in through the My Verizon app. It also introduces "Verizon Dollars," a monthly credit equal to 3% of a customer's service bill, excluding taxes and fees. These credits, which begin accruing in July, can be redeemed for devices and accessories from Verizon or can be multiplied in value for gift cards from partners including Starbucks, Sephora, Hilton, and Marriott.

A separate gamified component called Verizon Shine offers weekly sweepstakes and daily "drops" of free items and discounts. Prizes range from gift cards and dining vouchers to major experiences, such as trips to international NFL games or a World Cup final package that includes a...