US telecom operator AT&T announced its new unlimited plan – facing competition from Verizon, T-Mobile and Sprint.

The price for AT&T unlimited plan — that offers unlimited talk, text and data — will be $180 for 4 lines.

AT&T wireless performance in Q4 2016

AT&T lost 67,000 postpaid phone customers in Q4 2016, mainly due to competition from T-Mobile One and Sprint’s Unlimited Freedom unlimited data programs.

AT&T’s total revenue fell 0.7 percent to $41.8 billion. Technology Business Review, a research firm, says this is the first quarter the telecom operator has reported a year-to-year consolidated revenue decline since Q1 2013.

AT&T’s wireless revenue declined 0.7 percent, mainly due to lower ARPU and postpaid phone subscriber losses in the U.S.

AT&T has improved wireless EBITDA margins by 180 basis points to 35.7 percent.

Sprint released the following chart explaining its unlimited data plan comparing with AT&T, Verizon and T-Mobile.
AT&T said its wireless customers can also make unlimited calls from the U.S. to Canada and Mexico, and send unlimited texts to over 120 countries. There will be no roaming charges in Canada and Mexico when customers add the Roam North America feature for making calls, text and data.

“We’re offering unlimited entertainment on the nation’s best data network where and when you want to enjoy more of what you love,” said David Christopher, chief marketing officer of the AT&T Entertainment Group.

Verizon kicked off the unlimited price war when it re-introduced the unlimited plan last week.