AT&T has taken direct aim at its smaller competitor and offered T-Mobile customers a $450 credit to switch carriers.
According to CNN, the credit offered exclusively to T-Mobile customers will allow individuals to trade in their smartphones for up to $250 in credit for an AT&T phone and be eligible for $200 toward a new plan.
Many believe that AT&T made this move because of a rumor that T-Mobile is planning on announcing a similar offer to AT&T customers next week.
It wouldn’t be the first time that T-Mobile has tried to keep pace with the big boys. In an effort to gain more consumers, the fourth-largest wireless company eliminated contracts, did away with roaming fees and lowered per minute and text charges.
In an email to CNET, an AT&T representative explained that this move was standard.
"Wireless has always been a very competitive industry and a move like this should not be unexpected," the representative said. "As you know, there are handset promotions all the time."