Verizon's 1GB data plan is now priced at $30 instead of $40, and a 2GB plan is priced at $40 instead of 50. Price drops extend all the way up to 8GB, available for $85 rather than $90, and there's also a $10 price cut on the company's highest tier 20GB plan, which is now available for $140 instead of $150.
The revamped pricing tiers are available to both new customers and existing customers, but current Verizon subscribers must go to the MyVerizon site on Thursday to opt in to a new plan to get the discount as their bills will not be updated automatically.
Verizon's price cuts follow continued efforts by T-Mobile to shake up the mobile industry. T-Mobile has introduced a range of Un-Carrier options since 2013, uncoupling device costs from service costs, paying early termination fees, and more.
Most recently, T-Mobile announced a "Data Stash" program that allows customers to save unused data for up to 12 months. Sprint has also been offering aggressive promotions and discounts in an effort to draw customers from AT&T and Verizon.