U.S. Cellular continues to shake things with a new $69.99 “Primary Plus Plan” that offers 5GB of data with unlimited text, picture and video messaging.

According to a press release, the monthly service plan comes with 450 voice minutes with free incoming calls from any phone, free nights and weekends and free mobile-to-mobile calls.

The company said the new plan is the latest addition to the recently announced Belief Project, an initiative aimed at better serving customers. The Belief Project also includes new family plans, including one that comes with two lines for $139.99 per month with 1,500 shared minutes, unlimited messaging and 5GB of data per line, and another that offers two lines with unlimited minutes and messaging, 5GB of data per line, and Phone Replacement and GPS Navigation for $179.99 per month.

U.S. Cellular has been aggressively adding to its device portfolio, recently announcing the Android-based Samsung Mesmerize, HTC Desire and Samsung Galaxy Tab tablet. 

Perhaps the keystone of the The Belief Project, however, is the “One and Done” facet, which allows customer to sign just one contract, after which they can get a new device without committing to another two years with the carrier.

“We’re continuing to pull out all the stops to show our customers that they are the most appreciated consumers in wireless,” said Alan D. Ferber, executive vice president of operations for U.S. Cellular, in a press release.