Despite AT&T’s recent revival of its unlimited data plan, Verizon said it has no plans to follow suit, CNET reported.

In an interview following Thursday’s fourth-quarter earnings report, Verizon CFO Fran Shammo told CNET that “promotions come and go” and Verizon is “not going to entertain” the possibility of an unlimited plan.

The news is consistent with Verizon’s longstanding tradition of distancing itself from the industry’s increasingly frenetic price wars.

One notable exception to this rule, however, came in December in the form of the carrier’s “No Regrets” promotion. The campaign, which appeared to be an effort to sustain growth in the carrier’s wireless subscriber additions through the start of the new year, offered customers $650 to cover terminations fees from a competitor.

Verizon reported 1.5 million net additions in the fourth quarter, marking a drop from 2 million net additions the year before but an increase from 1.3 million net additions the previous quarter.

The carrier did succeed in dropping its churn rate, posting a rate of 0.96 percent in the fourth quarter compared to 1.1 percent the year before.