One of the most popular cell phone plan features over the past few years has been T-Mobile’s myFaves. While most postpaid calling plans provide unlimited mobile to mobile minutes, that only covers in-network calling. T-Mobile’s plan allowed customers to pick five numbers on any network which they could call without using minutes. Any-number calling actually stated at Alltel with My Circle. Verizon created a similar plan when it bought Alltel, and AT&T was quick to follow. Sprint tried to leapfrog recently with Any Mobile Anytime, which provides unlimited calling to any mobile number regardless of network. Yet T-Mobile, which had the most popular favorite number calling feature, is getting out of the game, as Fierce Wireless reports.
The abolition of myFaves makes sense following T-Mobile’s announcement of new pricing tiers. It would seem as though the company is trying to direct people to the unlimited calling package, which would make myFaves moot. The feature could still work for the 500- and 1,000-minute plans, but it appears that T-Mobile doesn’t think it wise to open up that offer.
“Our new Even More plans, which feature options for unlimited calling, text and data service, have taken the place of our myFaves unlimited calling feature,” T-Mobile said in a statement. “We continue to offer the myFaves home screen, at no additional charge, across our broad portfolio of phones as a way for customers to easily connect with their Fave Five through voice, text and email. And customers currently subscribing to the myFaves unlimited calling feature can choose to continue to benefit from that plan.”
Customers who are currently using myFaves can continue doing so for the time being, though there’s no word on how long T-Mobile will continue to support the feature. Chances are that in the next year or so, they’ll start asking customers to migrate to a comparable Even More or Even More Plus plan.
Keeping the myFaves home screen, though, seems like a good idea from a marketing standpoint. This is one of T-Mobile’s signatures, and apparently many of their customers enjoy the interface. Keeping that feature, even though myFaves won’t be in use, will help them retain brand consistency. They’re going to need it in the future as they continue their crawl up the wireless ladder.
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