AT&T reintroduces unlimited data plan, but with a catch

Just when you thought unlimited data plans were long gone, AT&T has just announced it is re-introducing this most precious of all options. But there’s a catch. You can only apply for the unlimited data plan if you already subscribe to – or are willing to subscribe to – AT&T’s DirecTV or U-Verse TV packages.

As of tomorrow, all existing and new customers of DirecTV or U-Verse can switch to the new AT&T Unlimited Plan. The good news is that even if you use one of these services but don’t use the AT&T network, the carrier is currently offering a $500 credit if you switch from your current carrier to AT&T, trade in an eligible phone and buy a new phone on AT&T Next.

If you are already an AT&T customer but don’t use either of the TV packages, you can simply add one of those to your AT&T subscription and jump to the new unlimited data plan at the same time.

The plan includes unlimited internet data and unlimited talk and text and will set you back $100/month and $40/month for additional devices. A fourth phone can be added free of charge, meaning you can sign up four devices to unlimited data for $180/month.

In case you’re thinking this could be a great way to lock down a legacy unlimited data plan for the future, AT&T specifically states that “the AT&T Unlimited Data plan may be available for a limited time to consumer wireless customers.”

The good news is that there won’t be any shaping or throttling going on. As Ralph de la Vega, CEO of AT&T Mobile and Business Solutions notes, “[customers] will get a high-quality video streaming experience from the start. No compromises in video quality.”

Does this sound like a good deal to you? Did you ever expect to see unlimited data plans again?