T-Mobile shares holiday offer customers won't want to pass up

TMUS +0.41% T -0.15% VZ +0.71%

T-Mobile has lost some of its mojo in recent years.

The company went from being a true disruptor under John Legere to looking a lot more like its rivals AT&T and Verizon with Mike Sievert and now Srini Gopalan, who took over on Nov. 1.

This may be a natural situation when you go from being an industry underdog to passing AT&T to become the number-two wireless carrier by customer count.

That has not seemed to slow the company's growth, as it posted some record numbers during the third quarter.

T-Mobile Q2 highlights

• Total postpaid net customer additions of 2.3 million, best ever and best in the industry

• Postpaid phone net customer additions of 1 million, the highest Q3 in over a decade and best in the industry

• Postpaid net account additions of 396,000, up 26% year over year, best-ever and best in industry

• Total broadband net customer additions of 560,000, up 34% year over year; best in industry, including 506,000 5G broadband net customer additions, up 22% year-over-year; and 54,000 fiber net customer additions

• Service revenues of $18.2 billion, representing best-in-industry growth of 9% year over year

• Postpaid service revenues of $14.9 billion, representing best-in-industry growth of 12% year over year

• Net income of $2.7 billion and diluted earnings per share (EPS) of $2.41

• Recognized by Opensignal as the 5G Global Winner in 5G Coverage Experience and Global Leader in 5G Reliability, including outperforming other U.S. operators Source: T-Mobile's second-quarter earnings release

T-Mobile may not be the Un-Carrier anymore, but that has not stopped it from growing and taking market share in broadband, an area in which it's incredibly challenging to gain a foothold.

Now, the company enters the holiday season with a bold plan to win over customers from Verizon and AT&T.

T-Mobile brings back a major promotion

T-Mobile Consumer Group President Jon Freier appeared on stage recently at Wells Fargo's 9th Annual TMT Summit. He sat for an interview with Eric Luebchow from Wells Fargo's Research Division.

Luebchow asked Frier about T-Mobile promotional plans for the fourth quarter.

"We've got Black Friday coming up. We've got holiday promotions. There have been new phone launches in the market a couple of months ago, and you've had some recent offers in the market like four for $100 with no trade-in requirements. Maybe you could just kind of characterize how this Q4 is stacking up from a promotional standpoint, from an activity standpoint versus previous fourth quarters?" the Wells Fargo analyst asked.

Freier, who noted that this was his 32nd fourth quarter in the business, shared T-Mobile's plan.

"It's always kind of a competitive time, as you would expect during the holiday time period, a lot of headline offers are out there much like our offer... in terms of a headline offer for four for $100. And this is an offer that we've had that we pulled in and out of the market really for the last 10 years or so," he shared.

What T-Mobile's "4 for $100” means

• T-Mobile is offering four lines for $100/month total, which comes out to $25 per line (with AutoPay).

• The plan is Essentials unlimited: unlimited talk, text, and data.

• On that plan, data prioritization applies: Customers “may notice speeds lower than other customers if using more than 50 GB/month.”

• In some versions of the deal, videos stream at standard definition for this plan.

• The offer requires a minimum of four lines.

• There is a $35 per line device connection charge.

• AutoPay is required to hit the $25/line rate. Without AutoPay, it’s $5 more per line.

• Taxes, regulatory fees, and other surcharges are not included in the $100 base price.

• There’s a limited time for the deal.

• According to T-Mobile, after the first four lines, additional lines (5th or 6th) can be added for $20 per line (on this promo). Source: Business Wire, T-Mobile

T-Mobile's cheapest offers don't drive the most sign-ups

While four for $100 is a bold offer, it's not a premium plan, and it's not a massive driver for T-Mobile.

"We try to have these big headline offers, generate interest, generate traffic, and then really showcase to customers everything that we have to offer," Freier said.

The promotion, while it seems like a good deal, tends to drive consumers to other offers.

"And when you think about 4 for $100 when we had these promotions in the market in the past, they've always represented kind of a low single digit of gross account additions in terms of the mix of that offer. And the overwhelming majority of the customers that are coming into the franchise are selecting premium plans," he added.

As a longtime T-Mobile customer myself, the best deals always seem to be missing something I want. That doesn't mean the company lacks good offers, but you have to be careful to know exactly what you're getting.

Analysts weigh in on T-Mobile

Tigress Financial Partners has a buy rating on the mobile carrier.

"The firm’s analysts highlighted T-Mobile’s successful marketing initiatives and ultra-high-speed network as key drivers of the telecom giant’s customer growth. They also praised the value provided by T-Mobile’s customer offerings, which they believe will continue to spur revenue and cash flow increases, ultimately enhancing shareholder value," Investing.com reported.

Wells Fargo also has a positive rating on the stock.

"Momentum is building for T-Mobile US, as the company continues to roll out new products and partnerships. Most recently, it has expanded its 5G network advantages, boosted cybersecurity capabilities, and enabled satellite connectivity for business and consumer clients," the bank's analysts shared, according to Simply Wall St.

More Tech Stocks:

• Investors hope good news from Nvidia gives the rally more life

• Palantir CEO Karp just settled major debate

• Spotify just solved a major problem for listeners

Craig Moffett, an anylst at MoffettNathanson, shared that he believed the company made a smart choice in its recent CEO transition.

Gopalan "brings a wealth of experience and is a very impressive leader, and they've handled this transition exceptionally well. I don't expect there to be any fall-off at all in T-Mobile's performance," he told Reuters.

A history of T-Mobile CEOs

John Legere (2012–2020)

• Became CEO Sept. 2012.

• Launched the Un-carrier strategy that reshaped T-Mobile.

• Stepped down April 1, 2020 after the Sprint merger. Source: T-Mobile press release

Mike Sievert (2020-Nov. 1, 2025)

• Took over April 1, 2020 as Sprint deal closed.

• Led 5G expansion, Mint Mobile acquisition, and major subscriber growth.

• Shifted to Vice Chairman on Nov. 1, 2025. Source: T-Mobile press release

Srini Gopalan (started Nov. 1, 2025)

• Current COO; promoted after multi-year succession plan.

• Former CEO of Deutsche Telekom Germany; veteran of Vodafone and Bharti Airtel.

• Expected to continue T-Mobile’s digital/AI-first strategy. Source: T-Mobile press release

This story was originally published by TheStreet on Nov 27, 2025, where it first appeared in the Retail section. Add TheStreet as a Preferred Source by clicking here.