Easy Switch or Tricky Pitch? Inside AT&T's Latest Challenge to T-Mobile

AT&T is reportedly doubling down on complaints about T-Mobile's "Switching Made Easy" campaign, alleging that the carrier is using misleading tactics to lure customers away from competitors.

The heart of AT&T's beef: T-Mobile's Easy Switch tool, which lives in the T-Life app, promises customers can jump ship from AT&T or Verizon in just 15 minutes. The tool uses artificial intelligence to analyze your current plan and suggest what T-Mobile thinks is the best option for you. While AT&T previously forced T-Mobile to stop requiring customers to hand over their login credentials, the carrier isn't satisfied.

According to Phone Arena, AT&T's new complaint centers on what it calls unfair comparison shopping. The company says T-Mobile stacks the deck by comparing premium AT&T plans against T-Mobile's cheapest options—not comparing apples to apples. The result? AT&T plans look unnecessarily expensive and stripped of features. AT&T also claims T-Mobile throws in optional extras and bundled perks that customers never asked for, making the savings look artificially inflated.

There's another wrinkle: while the actual checkout might take 15 minutes, the full process—activating service and transferring your phone number—can stretch into hours or even days. AT&T argues this misleads customers into thinking the entire switch is quick and painless.

The broader accusation is that customers are being persuaded to switch based on false savings promises, only to discover unexpected charges and missing benefits once the deal is done. AT&T says this also harms the market by misrepresenting its own pricing and capabilities.

T-Mobile pushes back, claiming it genuinely offers better value and that 60 percent of its new customers voluntarily choose premium plans—not because they're tricked into it, but because they actually want those features. The carrier has also called out AT&T for spending time in court rather than focusing on innovation.

Verizon is singing a similar tune to AT&T, accusing T-Mobile of exaggerating savings claims and unfairly attacking its rivals in ads. Meanwhile, T-Mobile added the most new subscribers of any carrier in the last quarter of 2025, suggesting its message is resonating with plenty of people regardless of the legal squabbling.

Source: Phone Arena