T-Mobile is planning to introduce a slate of new free perks including Apple Music, YouTube Premium, and Xbox Game Pass to counter expected customer churn following recent price hikes and the discontinuation of legacy wireless plans. Carrier documents cited by The Mobile Report indicate the additions are slated for an October rollout as major telecom competitors ramp up customer retention incentives.
T-Mobile Churn Expectations and Rate Plan Modernization
The carrier’s push for new account-level add-ons follows structural shifts in its wireless business this year, which included rising prices, scaled-back discounts, and the automatic migration of customers from legacy wireless plans to more expensive tiers. Speaking on an earnings call in July, T-Mobile Chief Financial Officer Peter Osvaldik stated that the carrier anticipates its rate plan modernization will temporarily elevate account churn and slow new postpaid account additions. Osvaldik noted that T-Mobile expects third-quarter net postpaid account additions for 2026 to hit approximately 250,000.
Eight New Account-Level SOC Codes and Streaming Perks
To mitigate customer losses, T-Mobile has added eight new internal account-level SOC codes to its systems, each ending in “OUA” to designate an “On Us Add-on,” according to an anonymous employee report published by The Mobile Report. The incoming additions span music, video, gaming, artificial intelligence, and delivery services:
- Apple Music On Us (APMOUA): Marks the first time T-Mobile has launched a music streaming service perk at the account level rather than via limited free trials on T-Mobile Tuesdays.
- YouTube On Us (YTBOUA): Expected to provide a YouTube Premium subscription featuring ad-free video playback and YouTube Music access.
- SiriusXM On Us (SXMOUA): Expands the carrier’s audio streaming options alongside existing video perks like Netflix On Us and Apple TV+ for $3 per month.
- Paramount Plus On Us (PAPOUA): Adds a video streaming tier, though internal documentation does not specify whether users will receive the ad-supported Essentials or the Premium subscription.
- ESPN+ On Us (C26ESDIS): Described in internal paperwork as a “sports lovers package,” utilizing “ES” for ESPN and “DIS” for discount.
- XBOX Game Pass On Us (XBXOUA): Delivers access to hundreds of games, though tier details regarding Essential, Premium, or Ultimate access remain unconfirmed.
- Google AI On Us (GAPOUA): Bundles cloud storage and artificial intelligence capabilities.
- DashPass On Us (DSHOUA): Extends DoorDash order benefits—which typically cost about $10 per month or $96 annually and offer free delivery and reduced service fees—beyond the current annual T-Mobile Tuesdays promotion.
While these eight perks were initially expected to launch on September 23, updated reporting from The Mobile Report points to a likely introduction on October 1.
Competitor Perk Expansions Across Verizon and AT&T
T-Mobile’s rollout matches a broader industry trend of carriers deploying non-cellular benefits to protect market share. In June, Verizon launched Verizon Dollars, granting customers 3% back monthly to redeem on devices and accessories while dropping upgrade and activation fees. Verizon also introduced Verizon Shine to distribute weekly sweepstakes experiences and daily drops including gift cards and concert tickets. Meanwhile, AT&T rolled out a complimentary LifeMD membership for wireless and fiber internet customers earlier this month, providing nationwide access to virtual healthcare and pharmacy services.
Commenting on the broader shift in a June analysis, Recon Analytics lead analyst Roger Entner wrote that mobile providers have turned themselves into storefronts for streaming and cloud services. Entner noted that while prices remained steady for several years, the tangible value consumers extract from wireless providers has increased dramatically.