The Price Lock Promise
T-Mobile's journey into this controversy began in 2015 when it introduced the "Un-contract" promise, which was later extended to T-Mobile One plans in January 2017. The company's marketing was unequivocal: customers would keep their price until they decided to change it. Then-CEO John Legere emphasized this commitment, stating, "T-Mobile will never change the price you pay for your T-Mobile One plan."
The company positioned itself as different from other carriers, with Legere declaring, "We're the Un-carrier. Everything the carriers do, we un-do." He specifically criticized competitors for using "desperate, short-term promotions to suck you in and lock you down—only to jack up rates later," promising that T-Mobile would not engage in such practices.