AT&T said it will offer only its Mobile Share plan beginning Oct. 25, cutting out all other service options for new wireless customers.
The Texas-based carrier introduced its Mobile Share plan a year ago. Under the plan, customers have unlimited talk and texting but splits data usage with others on their plan.
AT&T said it has signed up more than 13 million customers for Mobile Share since it launched, and that 95% of new AT&T customers choose that plan.
With so many customers choosing Mobile Share, AT&T said it has decided to simplify its offerings and cut out its other plans.
"Our customers have expressed an overwhelming preference for simplified options that allow them to share data across multiple devices," the company said in a blog.
With the Mobile Share plan customers choose how much data they want and then add however many devices they want on the plan.
Individual customers who want 300-megabytes of data, the cheapest offering, for their smartphone pay $70 per month while a family splitting 10 GB of data among four smartphones pay $240 per month. This page explains how Mobile Share works.
Individuals with basic phones can get unlimited talk, text and 300 MB of data for $50 per month.
The Oct. 25 change will affect only new customers. AT&T said existing customers will be able to keep their plans.
AT&T's move to simplify its offerings follows a similar strategy enacted by T-Mobile earlier this year. In March, T-Mobile also streamlined its offerings so that new customers have to choose from the company's Simple Choice plan.
By comparison, customers can get unlimited talk and text and 500 MB of data from T-Mobile's Simple Choice plan for $50 per month. A family of four can each get 2.5 GB of data plus unlimited talk and text for $140 per month.