AT&T is making it official. The carrier on Wednesday officially unveiled a new moniker for its GoPhone prepaid brand, confirming a change that was hinted at in a slip by Target at the end of last month.
GoPhone will now go by the name AT&T Prepaid, and the carrier is highlighting the switch with an offer of two free months of service for customers with a new line of service.
With the promotion, customers will receive account credits for their third and twelfth months of service. Monthly plans on the table include a $60 per month (with AutoPay) unlimited plan and a $40 per month (with AutoPay) plan that includes unlimited talk and text and 6 GB of data.
“AT&T Prepaid is our branded prepaid product for customers looking for ease of use, no contract, and convenience,” AT&T Vice President of Wireless Voice and Prepaid Products Bob Bickerstaff commented. “This two months free offer is our best promotion to date.”
The rebranding move comes nearly two weeks after Target accidentally spilled the beans by offering “AT&T Prepaid” refill cards on its website. The slip was first reported by PrepaidPhoneNews.com.
The shift brings AT&T’s prepaid moniker in line with those of its rivals – Verizon Prepaid and T-Mobile Prepaid – and is evidence of an increasing focus on the prepaid market. And prepaid has been a bright spot for AT&T in particular. In the first quarter of this year, the carrier lost 348,000 postpaid phone subscribers, but managed to gain 282,000 prepaid phone subs.
But AT&T Prepaid and fellow prepaid brand Cricket are up against stiff competition at T-Mobile. The Un-carrier’s MetroPCS brand helped it rake in 386,000 new prepaid customers in the first quarter.