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T-Mobile

, Inc. is an American wireless telecommunications company headquartered in , that provides nationwide mobile voice, messaging, and data services to postpaid, prepaid, and wholesale customers through its advanced and networks. As the second-largest wireless carrier , it serves approximately 140 million total customers as of the end of the third quarter of 2025, including significant growth in postpaid phone lines and broadband access. A majority-owned of the German multinational AG, T-Mobile operates under the "" brand philosophy, which emphasizes innovative, customer-centric policies such as unlimited data plans without contracts and aggressive device promotions to disrupt traditional industry practices. The company's roots trace back to 1994, when it was founded as VoiceStream Wireless PCS, a of Western Wireless International, offering personal communications services in the and other regions. Deutsche Telekom acquired VoiceStream in 2001 for $11 billion and rebranded it as T-Mobile USA in 2002, expanding the magenta-branded service nationwide and integrating it into its global portfolio. Key milestones include the 2013 merger with MetroPCS, which bolstered its prepaid offerings, and the 2020 completion of its $26 billion acquisition of , creating the New T-Mobile with enhanced spectrum assets to accelerate deployment across urban, suburban, and rural areas. More recently, in 2025, T-Mobile completed its acquisition of U.S. Cellular's wireless operations, adding over 4 million customers and expanding its Midwest footprint. Today, T-Mobile leads in coverage and speed, earning top rankings from independent testers like Ookla for its nationwide , which spans more than 330 million with ultra-capacity in over 300 million areas. The company reported record postpaid net customer additions of 2.3 million in Q3 , driven by upgrades, fixed access growth to 8 million customers, and strong service revenues of $18.2 billion. Under CEO Srini Gopalan, who succeeded , T-Mobile continues to invest heavily in expansion, aiming for $10 billion in capital expenditures in while raising full-year guidance for customer and financial growth. Its portfolio also includes brands like for value prepaid services and for low-cost MVNO plans, alongside emerging fiber and solutions.

History

Formation and early development

T-Mobile US traces its origins to VoiceStream Wireless, founded in 1994 as a subsidiary of by telecommunications executive . Initially focused on Personal Communications Services () in the 1900 MHz band, VoiceStream targeted markets in the , leveraging spectrum won in FCC auctions to build a digital wireless network. The company launched its PCS service in 1996, becoming one of the early adopters of technology in the United States, which enabled features like international and ahead of many competitors. In May 1999, VoiceStream was spun off from Western Wireless as an independent entity and rebranded simply as VoiceStream Wireless, marking a shift toward ambitions. This period saw aggressive expansion through acquisitions, including Omnipoint Corporation in early 2000 for approximately $1.25 billion in stock, which added operations in the , and Aerial Communications later that year for $2.96 billion, extending coverage to the Midwest and Southeast. These moves significantly broadened VoiceStream's footprint, integrating regional networks and holdings to form a more cohesive presence. By the end of 2001, VoiceStream had achieved rapid subscriber growth, reaching over 6 million customers, driven by its focus on affordable plans and compatibility that appealed to younger demographics and tech-savvy users. This expansion positioned the company for its eventual acquisition by in 2001, which would rebrand it as .

Acquisition by Deutsche Telekom

In July 2000, Deutsche Telekom announced its agreement to acquire VoiceStream Wireless Corporation for approximately $50.5 billion in a combination of stock and cash, marking the German company's major entry into the U.S. wireless market. The deal faced regulatory scrutiny but received FCC approval in April 2001. Completion occurred on June 1, 2001, alongside the parallel acquisition of regional GSM operator Powertel Inc. for about $5.9 billion in stock, bringing the total transaction value to roughly $56 billion and positioning the combined entity as Deutsche Telekom's primary U.S. wireless subsidiary under the T-Mobile International umbrella. This move provided Deutsche Telekom with over 5 million U.S. subscribers and a nationwide GSM footprint, complementing its European operations. Post-acquisition, the company underwent a significant from VoiceStream to T-Mobile USA in 2002, aligning it with Deutsche Telekom's established in and emphasizing a unified global identity. The transition began with test markets in and in July 2002, featuring new service launches under the T-Mobile name, and culminated in a nationwide rollout on September 4, 2002. This involved updating logos, stores, and marketing materials to incorporate the distinctive , which became a hallmark of the brand's visual identity. The integration period presented early challenges, particularly in merging the disparate networks of VoiceStream, which focused on the West Coast and Midwest, and Powertel, which served the Southeast, to create a cohesive national service. These efforts were compounded by broader cost-cutting initiatives at , which included workforce reductions across its operations to address financial pressures from the high acquisition costs and a cooling market. Approximately 5,000 jobs were eliminated in the U.S. unit during this phase to streamline administration and support the rebranding. To promote the new brand, T-Mobile USA launched its first national in , centered on the "Get More" slogan and prominently featuring the to highlight affordable plans and innovative service. The , which included , radio, and print ads, aimed to build consumer awareness and differentiate T-Mobile from competitors in a saturated market.

Merger with MetroPCS

In October 2012, T-Mobile USA announced an agreement to merge with MetroPCS Communications in a $4 billion all-stock transaction, with MetroPCS shareholders receiving a 26% stake in the combined company. The merger, which aimed to accelerate T-Mobile's network upgrades to LTE and expand its prepaid offerings, faced regulatory review but was approved by the FCC in March 2013. It closed on May 1, 2013, adding approximately 9 million MetroPCS subscribers and bolstering T-Mobile's position in the value-oriented wireless segment, particularly in urban markets. Post-merger, MetroPCS was rebranded as Metro by T-Mobile, integrating its operations while retaining a focus on no-contract plans.

Merger with Sprint

In April 2018, and announced a definitive agreement to merge in an all-stock transaction valued at approximately $26 billion for Sprint, creating a combined entity worth about $146 billion. The merger aimed to position the new company as a stronger competitor to and in the U.S. wireless market by accelerating network deployment and enhancing overall service capabilities. The merger faced extensive regulatory scrutiny, including prolonged reviews by the U.S. Department of Justice (DOJ) and the Federal Communications Commission (FCC). The DOJ approved the deal on July 26, 2019, conditioned on divestitures of certain prepaid and Boost Mobile assets to Dish Network to preserve market competition. The FCC voted to approve the merger on October 16, 2019, with its order released on November 5, 2019, imposing conditions such as network expansion commitments and public interest safeguards. A subsequent federal court ruling on February 11, 2020, upheld the approvals against challenges from state attorneys general, clearing the final major hurdle. The transaction closed on April 1, 2020, with T-Mobile as the surviving brand and Sprint's operations integrated into it. Following the merger, T-Mobile began integrating Sprint's subscriber base, focusing on network unification and customer retention amid the . By the end of , the combined company had reached approximately 100 million total customers, reflecting successful post-merger growth and synergies in operations. One of the primary immediate benefits was enhanced access, particularly Sprint's valuable 2.5 GHz mid-band holdings, which provided T-Mobile with up to 160 MHz of additional in key markets to bolster deployment. This synergy enabled faster rollout of mid-band , offering improved coverage and speeds compared to higher-frequency alternatives used by competitors.

Post-merger expansions and acquisitions

Following the completion of its merger with Sprint in 2020, T-Mobile US Inc. focused on bolt-on acquisitions and diversification initiatives to enhance its customer base and service offerings. In 2023, T-Mobile announced an agreement to acquire Ka'ena Corporation, the parent company of the mobile virtual network operators (MVNOs) and , in a deal valued at up to $1.35 billion. The acquisition, which closed on May 1, 2024, after receiving U.S. (FCC) approval, integrated approximately 3 million prepaid subscribers into T-Mobile's ecosystem, strengthening its position in the budget and international calling segments while leveraging Mint's innovative model. This move allowed T-Mobile to expand its prepaid offerings without significant infrastructure investment, capitalizing on the growing demand for affordable wireless plans. Building on this momentum, T-Mobile pursued further geographic and demographic expansion through the acquisition of United States Cellular Corporation's (UScellular) wireless operations. Announced on May 28, 2024, the $4.4 billion transaction—comprising $2.6 billion in cash and $1.8 billion in assumed debt—involved the purchase of UScellular's wireless licenses, network assets, and about 30% of its spectrum holdings across multiple bands. The deal, which received FCC and U.S. Department of Justice clearance, closed on August 1, 2025, adding roughly 4.5 million subscribers and significantly improving T-Mobile's rural coverage in 23 states, where UScellular had a strong foothold. This acquisition enhanced T-Mobile's 5G network density in underserved areas, enabling better service for customers in regions with limited competition from larger carriers. In parallel, T-Mobile ventured into the fixed broadband market to diversify beyond wireless services. Starting in 2023, the company formed strategic partnerships and investments, including a collaboration with open-access fiber providers, to build out fiber-optic infrastructure. This initiative culminated in the official launch of T-Mobile Fiber Home Internet in June 2025, initially available to over 500,000 households in select markets with symmetrical speeds up to 2 Gbps and pricing starting at $60 per month, bundled with wireless perks. The entry into fiber broadband positioned T-Mobile to compete in the high-speed home internet space, targeting 12 to 15 million homes by 2030 through joint ventures like its $950 million investment in Lumos. These post-merger efforts contributed to robust subscriber growth, with T-Mobile reaching approximately 140 million total customers by September 2025, fueled by aggressive promotions such as bundled pricing and enhanced perks. The company's Q3 2025 earnings reported a record 2.3 million net customer additions, including over 1 million postpaid phone net adds, underscoring the impact of these expansions in driving gains amid intensifying .

Corporate structure

Ownership and governance

T-Mobile US, Inc. is majority-owned by AG, the German telecommunications conglomerate, which holds approximately 52.1% of the company's outstanding shares as of June 30, 2025, accounting for treasury shares held by T-Mobile US. The remaining shares are publicly traded on the stock exchange under the ticker symbol TMUS, allowing for broad investor participation while Deutsche Telekom maintains controlling interest through its stake. This ownership structure reflects Deutsche Telekom's strategic role as the parent company, guiding long-term decisions on investments, , and international alignment without direct operational interference. The comprises 14 members, ensuring a balance of independent expertise and parent company representation to oversee corporate strategy and risk management. appointees, including Chairman (CEO of ), Thomas Dannenfeldt (CFO of ), and Dr. Abdurazak Mudesir (CTO of ), hold key positions that provide majority influence on board matters, particularly in areas like and . Other members include independent directors such as Srikant M. Datar and , contributing diverse perspectives from academia, , and industry. In September 2025, Dr. Abdurazak Mudesir was added to the board effective September 19 as a designee, bringing expertise in and innovation to support T-Mobile's and network advancements. T-Mobile's governance framework emphasizes sustainability through policies integrated into its operations, including environmental goals for reducing carbon emissions and promoting energy-efficient , as detailed in its Corporate Responsibility Reports submitted to the U.S. Securities and Exchange Commission (). Regarding (DEI), the company previously maintained dedicated programs and councils to foster inclusive practices, but in July 2025, T-Mobile discontinued these initiatives—including eliminating DEI-specific roles, teams, and website references—in response to political pressures and to facilitate FCC approvals for pending transactions. These changes were disclosed in filings, reflecting adjustments to align with evolving regulatory expectations while upholding core ethical standards.

Executive leadership

As of late 2025, T-Mobile's executive leadership is led by Srini Gopalan, who serves as and , a position he assumed on November 1, 2025, succeeding . Gopalan, previously since March 2025, oversees the company's overall strategy, including technology, consumer, and business operations, building on his prior experience as CEO of Deutsche Telekom's operations where he expanded fiber infrastructure and boosted growth. Mike Sievert held the CEO role from August 2020 until his transition in November 2025, during which he directed the integration following the 2020 merger with Sprint, driving customer growth and network expansion to position T-Mobile as a leading U.S. wireless provider. Peter Osvaldik is Executive Vice President and , responsible for financial planning, capital allocation, and ; under his leadership, T-Mobile reported $21.96 billion in for the third quarter of 2025, reflecting an 8.8% year-over-year increase driven by postpaid customer additions. John Saw serves as President of Technology and , leading network engineering, deployment, and innovation initiatives; he assumed expanded responsibilities in September 2025 following the of Ulf Ewaldsson, continuing T-Mobile's focus on advanced connectivity and spectrum utilization. Recent leadership transitions include Gopalan's rapid ascent from to CEO amid strategic , as well as organizational realignments in technology and business units to support ongoing and market expansion.

Headquarters and operations

T-Mobile US is headquartered at 12920 SE 38th Street in , serving as the central hub for its executive and administrative functions. The also maintains significant operational facilities, including a major in , which supports monitoring and management of its nationwide infrastructure. As of 2024, employs approximately 70,000 people, primarily , enabling its extensive service delivery across the country. operates a vast with over 7,500 locations nationwide, including both corporate-owned stores and authorized dealer outlets, providing customer access to devices, plans, and support services. T-Mobile's operational divisions encompass retail sales, customer service, and technical support, with key customer care centers located in , and . These facilities handle inbound inquiries, billing assistance, and technical troubleshooting, contributing to the company's strategy. In alignment with broader environmental goals, has committed to achieving across its entire by 2040, marking it as the first U.S. to set such a target. This initiative includes efforts to source 100% renewable electricity, enhance in operations, and promote circularity in product lifecycles, reflecting a focus on practices.

Network and technology

Infrastructure and spectrum holdings

T-Mobile's spectrum portfolio includes significant holdings in low-band , particularly the 600 MHz band, which provides wide-area coverage for its . The company has expanded its 600 MHz assets through acquisitions and swaps, including a 2025 deal with Grain Management exchanging 800 MHz licenses for additional 600 MHz , and further swaps with and involving 600 MHz alongside other bands. Mid-band forms the core of T-Mobile's capacity, encompassing 1.9 GHz and 1.7/2.1 GHz AWS bands, with the 2.5 GHz band acquired via the 2020 Sprint merger enabling high-performance deployments. T-Mobile also holds millimeter-wave (mmWave) in the 28 GHz and 39 GHz bands for dense urban applications, though it prioritizes mid-band for broader rollout. The company's core network infrastructure relies on 4G LTE and technologies, supporting a nationwide deployment of over 82,000 macro towers as of mid-2025, supplemented by thousands of for enhanced capacity. This extensive site count, which exceeds 100,000 when including distributed antenna systems and , underpins T-Mobile's network reliability. For backhaul connectivity, T-Mobile maintains long-term partnerships with infrastructure providers like , which supplies fiber optic links essential for transporting data from cell sites to the core network, with agreements renewed to support 5G densification. T-Mobile invests heavily in upgrades, with expenditures projected at approximately $10 billion for 2025, focused on integration, site expansions, and fiber enhancements following acquisitions like UScellular. These investments bolster the foundational assets that enable the company's ongoing network evolution.

Coverage and 5G rollout

T-Mobile's network rollout has prioritized broad geographic accessibility, achieving coverage for more than 330 million people across over two million square miles by mid-2025. The Extended Range , leveraging low-band , extends reliable connectivity to approximately 99% of Americans, surpassing traditional in speed and indoor penetration while reaching remote and urban areas alike. This milestone reflects ongoing densification efforts, ensuring consistent performance for voice, data, and applications nationwide. Complementing this foundation, T-Mobile's Ultra Capacity utilizes mid-band spectrum to deliver higher speeds and capacity, covering more than 300 million people by early 2025. This deployment enhances user experiences in densely populated regions, supporting bandwidth-intensive activities like streaming and with median speeds exceeding 200 Mbps in tested areas. Independent benchmarks, including Ookla's Speedtest Intelligence data for the first half of 2025, rank T-Mobile first in availability and overall mobile experience, outperforming competitors in speeds and video streaming reliability. The 2024 acquisition of U.S. Cellular, completed in August 2025, significantly bolstered T-Mobile's rural footprint by integrating approximately 4,000 additional cell sites in underserved markets. This expansion added substantial coverage in rural and small-town areas, serving over 4 million customers and improving access where prior options were limited, thereby addressing connectivity gaps in approximately 30% more sites across key non-urban regions. Post-acquisition enhancements have enabled seamless network integration, further solidifying T-Mobile's leadership in nationwide penetration.

Technological innovations

T-Mobile pioneered the use of 600 MHz low-band spectrum for networks, enabling superior signal penetration through buildings and rural areas compared to higher-frequency bands. In January 2019, the company, in collaboration with and , achieved the world's first data and video calls on this spectrum over a live commercial network, demonstrating its potential for extended coverage and reliability. This development laid the foundation for T-Mobile's nationwide rollout, which prioritized low-band spectrum to reach over 200 million people by late 2019. The 600 MHz band's characteristics allow for cell sites spaced up to three times farther apart than mid-band alternatives, significantly reducing deployment costs while maintaining consistent indoor and outdoor connectivity. In 2024, T-Mobile expanded its (RAN) capabilities through strategic partnerships with and , focusing on open and AI-integrated architectures to enhance network flexibility and performance. These collaborations, announced alongside , established an AI-RAN Innovation Center to integrate directly into RAN operations, starting with joint trials and aiming for field deployments in 2026. By leveraging open RAN principles, T-Mobile aims to disaggregate hardware and software components, allowing for multi-vendor and accelerated innovation in and future networks. This initiative builds on T-Mobile's earlier Open RAN efforts, positioning the company to dynamically optimize spectrum usage and reduce operational complexities for scalable solutions. T-Mobile has also announced plans to phase out its (4G) service starting in late 2025, repurposing spectrum for through a process known as re-farming. This transition, spanning over two years, will end most coverage by 2028, with a narrow channel retained until at least 2035 for legacy devices. The shift aims to create a -only network, requiring upgrades for LTE-only devices such as certain flip phones and some non-standalone equipment. T-Mobile launched its T-Satellite direct-to-device service in July 2025, partnering with SpaceX's to provide satellite-based for unmodified smartphones in areas beyond traditional cellular coverage. Initially focused on and communications, the service utilizes low-Earth orbit satellites to enable features and basic during disasters or remote travel, automatically switching when terrestrial signals are unavailable. By October 2025, the offering expanded to include limited data services, covering nearly the entire continental U.S. and supporting with reliable access in challenging environments. In November 2025, T-Satellite further enabled Text-to-911 texting nationwide, enhancing public in areas without voice coverage. This innovation addresses critical gaps in response, ensuring for public applications without requiring specialized . T-Mobile has advanced to deliver customized virtual networks tailored for enterprise applications, enabling isolated, optimized segments of the shared infrastructure for specific use cases. In August 2025, the company introduced the first nationwide Standalone () network slice designed for businesses, incorporating enhanced security, priority access, and adaptive bandwidth allocation to support industries like and . This slicing capability, built on T-Mobile's Advanced core, allows enterprises to deploy dedicated slices for low-latency operations or high-throughput data transfers, such as real-time video from drones in production environments. As the first U.S. carrier to commercialize network slicing at scale, T-Mobile's implementation facilitates monetizable services for sectors requiring guaranteed performance and privacy.

Products and services

Wireless plans and pricing

T-Mobile offers a range of postpaid unlimited plans under its lineup, introduced in 2025 to replace the previous Go5G series, providing varying levels of priority, hotspot allowance, and bundled perks while emphasizing a 5-Year Guarantee that locks in rates for new customers without increases during that period. As of October 2025, the entry-level Essentials plan starts at $60 per month for a single line with AutoPay, dropping to $25 per line for four lines ($100 total), and includes unlimited talk, text, and with 50 GB of premium before potential deprioritization, plus 3 GB of high-speed . Mid-tier More, priced at $85 per month for one line or $25 per line for four lines ($100 total) with AutoPay, builds on Essentials with 100 GB of premium , 50 GB of , and inclusions like Standard with Ads. The premium Beyond plan costs $100 per single line or $35 per line for four lines ($140 total), offering 200 GB of premium , 250 GB of high-speed , an annual device upgrade option after 12 months, and enhanced perks such as Apple TV+ and (with ads). Family plans feature built-in multi-line discounts, reducing costs progressively from one to five or more lines—for instance, Experience More falls to $100 total for four lines, saving up to $200 monthly compared to single-line equivalents—while maintaining shared unlimited data pools and family-oriented perks like . Premium tiers such as Experience More and Beyond include international benefits, providing up to 15 GB of high-speed data and unlimited texting in over 215 countries and destinations, along with 5 GB in and , eliminating traditional roaming fees for short-term travel. In 2015, T-Mobile expanded its contract-free model with Carrier Freedom, allowing customers to switch carriers without early termination fees by covering up to $650 in outstanding device balances, which evolved into the current Equipment Installment Plan (EIP) offering 0% interest financing for devices over 24 months, enabling flexible upgrades without long-term contracts. This EIP integrates seamlessly with plan subscriptions, where device payments are bundled into monthly bills at no upfront cost. T-Mobile implemented price increases on legacy plans in 2023 and 2024, ranging from $2 to $5 per line monthly, attributed to rising operational costs and substantial investments in network expansion to enhance coverage and speeds for existing subscribers. These adjustments affected older plans like and Simple Choice but spared newer plans under the price guarantee.
PlanSingle Line (with AutoPay)4 Lines (with AutoPay)Key Perks
Essentials$60/mo$100/mo ($25/line)50 GB premium data, 3 GB hotspot, Mobile Without Borders (Canada/Mexico)
Experience More$85/mo$100/mo ($25/line)100 GB premium data, 50 GB hotspot, Netflix Standard with Ads, 15 GB international data
Experience Beyond$100/mo$140/mo ($35/line)200 GB premium data, 250 GB hotspot, annual upgrades, Apple TV+ & Hulu, 30 GB Canada/Mexico data

Devices and accessories

T-Mobile maintains exclusive partnerships with leading manufacturers such as for the series and Apple for , providing customers with to new models upon their release. These collaborations enable T-Mobile to offer premium devices like the S25 series and Apple 17 lineup through specialized promotions, often including carrier-specific features optimized for its network. Additionally, T-Mobile supports a wide range of 5G-compatible smartphones from other brands, including budget-friendly options such as the series, ensuring compatibility across diverse price points and user needs. Beyond smartphones, T-Mobile offers an array of wearables and connected devices tailored for its ecosystem. The lineup includes smartwatches like the and , which integrate seamlessly with T-Mobile's wireless plans for features such as cellular connectivity and health tracking. For connected home and personal use, T-Mobile provides accessories including chargers, protective cases, and the SyncUP series of trackers, such as the SyncUP TRACKER 2, a GPS device designed for attaching to items like luggage, bikes, or pets to enable real-time location monitoring via a companion app. These accessories enhance device functionality and are available for purchase directly through T-Mobile stores and online, often bundled with zero-upfront-cost financing options. To facilitate device upgrades, T-Mobile operates robust trade-in programs that incentivize customers to exchange older devices for credit toward new purchases. In 2025, these programs offer up to $1,000 in bill credits for eligible trade-ins, applicable to flagship models like the Google Pixel 10 Pro or devices, provided the traded device meets condition and model criteria. This initiative supports by recycling devices while making advanced hardware more accessible, with the credit applied over 24 monthly installments on qualifying plans.

Additional offerings

T-Mobile offers home broadband services through its 5G Home Internet, a fixed wireless access solution launched nationwide in 2021 that leverages the company's 5G network to provide high-speed internet to residential customers without traditional wired infrastructure. The service delivers typical download speeds of 72-245 Mbps and upload speeds of 15-31 Mbps, with unlimited data and no contracts, targeting underserved areas and competing with cable and fiber providers. By the third quarter of 2025, T-Mobile had reached 8.0 million 5G broadband customers, reflecting rapid adoption driven by affordability and expanding availability to over 50 million households. In the enterprise sector, T-Mobile provides Advanced Network Solutions (ANS), introduced in 2022, which integrate connectivity with to support (IoT) applications and private networks for businesses requiring low-latency, high-reliability performance. These solutions enable use cases such as factory , , and data-intensive operations by offering dedicated network slicing, secure , and hybrid private-public models that avoid the full overhead of standalone private deployments. For IoT specifically, T-Mobile's offerings include nationwide support for (NB-IoT), LTE-M, and technologies, facilitating scalable connectivity for sensors, , and smart utilities with enhanced security features like and . In 2025, enhancements like Edge Control introduced local breakout capabilities on the Advanced network, delivering private-network-like performance for enterprises while simplifying management through the T-Platform for and visibility. T-Mobile for Government encompasses specialized wireless plans and mobility solutions tailored for entities, including unlimited talk, text, and data options with device management and 360-degree support to meet standards. The company has secured partnerships with agencies, such as a 2024 $2.67 billion, 10-year contract awarded by the U.S. to supply wireless services and equipment across of Defense organizations. Additionally, T-Mobile extended its role as the primary wireless provider for the U.S. of through 2032, supporting secure connectivity for healthcare and administrative operations. To extend coverage beyond terrestrial networks, T-Mobile integrated Starlink's direct-to-cell technology in 2025 under the T-Satellite service, enabling off-grid messaging and basic data access for compatible smartphones in remote areas. Launched initially for and in early 2025, the service expanded by October 2025 to support select applications like messaging apps and weather tools, using low-Earth orbit satellites to bridge coverage gaps without additional hardware. This partnership with aims to provide seamless connectivity almost anywhere with a sky view, starting with texting available to users on any major U.S. .

Marketing and sponsorships

Advertising campaigns

T-Mobile's "Un-carrier" campaign, launched in March , marked a pivotal shift in the company's by challenging industry norms and positioning the brand as a disruptor. The initiative eliminated long-term contracts, data overages, and early termination fees, introducing a simple unlimited talk, text, and data plan for $50 per month after a $30 . This move addressed common customer frustrations and was promoted through bold press events and advertisements emphasizing freedom from traditional carrier restrictions. Subsequent phases of the campaign, such as Un-carrier 2.0 in , expanded family plans without credit checks and introduced the JUMP! upgrade program, reinforcing T-Mobile's customer-centric narrative. In the 2020s, T-Mobile incorporated celebrities into its advertising to highlight network reliability and innovative features, with tight end becoming a prominent ambassador starting in 2021. Kelce appeared in the "Family Drama" spot during , where he teamed up with actor in a comedic football-themed scenario to showcase 5G's ability to connect families seamlessly. These ads, part of broader efforts to humanize the brand, extended to other promotions like "Beyond the End Zone," focusing on 5G's extended coverage for sports fans. T-Mobile has invested heavily in to underscore its technological leadership, often using high-production-value spots to demonstrate advantages. The 2025 ad, titled "A New Era in Connectivity," featured the launch of satellite-to-cell texting via partnership with SpaceX's , illustrating uninterrupted service in remote and space environments to assert superiority over competitors' terrestrial networks. This continued a tradition of game-day advertising that began prominently in the era, blending humor, celebrities, and tech demos to capture massive audiences. Complementing , T-Mobile has pivoted to on social platforms, prioritizing engaging, user-generated-style content to build community and drive viral reach. By 2025, the company's account amassed approximately 300,000 followers, featuring short videos on promotions, customer stories, and network tips to appeal to younger demographics. This integrates briefly with sponsorship activations, amplifying reach through cross-platform tie-ins.

Brand partnerships and sponsorships

T-Mobile has established a robust portfolio of brand partnerships and sponsorships, particularly in and , to enhance visibility and engage diverse audiences through venue , league affiliations, and event activations. These collaborations leverage T-Mobile's identity as a connectivity provider to integrate experiences and customer perks into high-profile events. A key example is T-Mobile's agreement for in , announced in January 2016 as a multi-year deal with and for the 20,000-seat venue on the Las Vegas Strip. The arena, which opened in April 2016, hosts major concerts, events, and productions, providing T-Mobile with prominent in one of the world's top destinations. Similarly, T-Mobile secured for the Mariners' ballpark in December 2018, rebranding it effective January 2019 under a 25-year, $87.5 million agreement. This partnership aligns with T-Mobile's roots, offering fan experiences like free and connectivity enhancements during MLB games. In , T-Mobile maintains team-specific partnerships, such as its role as the exclusive wireless partner of the NFL's since September 2023, extending through 2028 with in-stadium activations and fan engagement programs. The company also sponsors NFL-related content, including as the presenting sponsor of the 2025 "Kittle Things" series featuring San Francisco 49ers George , produced by and Team Whistle to tap into NFL fan interest. T-Mobile's historical ties to the NBA include a $100 million multi-year deal from 2005, positioning it as the official wireless services partner for the league and WNBA, with visibility during games, All-Star events, and marketing programs until Sprint assumed the role in 2011. More recently, T-Mobile has supported NBA initiatives through player endorsements and activations, such as a 2019 Instagram HORSE challenge with Milwaukee Bucks star Giannis Antetokounmpo via its Metro by T-Mobile brand. In music and festivals, T-Mobile fosters ties with events like Coachella, serving as a livestream sponsor on YouTube and providing customer perks through its Magenta Pass program, including VIP access and exclusive lounges at the festival since at least 2018. The company has also activated branded experiences, such as joint parties with Pandora in past years, emphasizing connectivity for attendees. For the related Stagecoach festival, T-Mobile provides customer perks through its Club Magenta program, including exclusive lounges and 5G demonstrations for attendees, as seen in 2025 activations. Expanding into soccer for younger demographics, T-Mobile announced in January 2025 a promotion offering free access to on for its customers and subscribers, covering all 2025 regular-season matches, , and playoffs as part of a broader streaming partnership with and Apple. This initiative builds on prior years' offers and aims to boost engagement with the growing U.S. soccer audience. In entertainment events, T-Mobile sponsored the T-Mobile Zone at Stage for the 2025 (November 20-22), featuring performances by artists such as mgk, , and to enhance fan experiences with connectivity. While T-Mobile's U.S. operations focus on traditional sports and events, its parent company supports e-sports through the T-esports Championship in , but no major U.S.-specific e-sports league expansions were confirmed for 2025. Overall, these partnerships underscore T-Mobile's strategy to blend technology with entertainment for targeted demographic reach.

Controversies

Data security incidents

In August 2021, T-Mobile experienced a significant when hackers accessed a containing sensitive on approximately 76 million current, former, and prospective customers, including names, addresses, Social Security numbers, dates of birth, and or ID numbers. The intrusion, which occurred between June 2021 and the discovery in August, was attributed to vulnerabilities in T-Mobile's network perimeter, allowing unauthorized access to non-public . As a result, T-Mobile agreed to a $350 million class-action settlement in July 2022 to compensate affected individuals for potential and credit monitoring costs, with final court approval granted in June 2023. T-Mobile faced multiple data security incidents in 2023, highlighting ongoing vulnerabilities in its systems. In January 2023, the company disclosed that an unauthorized actor had exploited an API vulnerability starting in November 2022, extracting personal data from about 37 million current postpaid and prepaid customer accounts, including names, billing addresses, email addresses, phone numbers, and dates of birth. This breach went undetected for weeks due to insufficient monitoring of API traffic, prompting T-Mobile to notify affected customers and offer credit monitoring services. Later that year, in May 2023, another incident exposed the personal information of hundreds of customers, including names and account details, through a separate unauthorized access event dating back to February. These events underscored API-related risks and led to lawsuits alleging negligence in data protection. In 2020, T-Mobile was involved in a high-profile SIM-swapping attack on a prominent cryptocurrency investor's line, enabling thieves to steal approximately $38 million in digital assets by bypassing two-factor ; the case resulted in a $33 million in 2025. Separate SIM-swapping issues emerged in 2024, where fraudsters impersonated users to hijack phone numbers and access linked accounts, exploiting weaknesses in employee processes and affecting several high-value targets. These incidents drew scrutiny for T-Mobile's handling of requests. In response, T-Mobile enhanced protocols, including mandatory PIN for SIM changes and improved employee training to detect social engineering attempts. Following these breaches, T-Mobile implemented broader cybersecurity measures, including the adoption of a zero-trust architecture by 2025 as part of a settlement with the over violations. This framework, which assumes no inherent trust within the network and verifies every access request, was rolled out in collaboration with partners like to segment systems and minimize lateral movement by intruders. Additionally, T-Mobile launched a public Trust Center in 2024 to disclose cybersecurity audits and certifications, aiming to rebuild customer confidence. These steps were taken amid regulatory pressures, though broader compliance issues are addressed separately. T-Mobile has faced significant regulatory scrutiny from the U.S. Department of Justice (DOJ) regarding its major acquisitions, particularly the 2020 merger with . To address antitrust concerns, the DOJ required T-Mobile to divest Sprint's prepaid wireless business, including the Boost Mobile brand and related assets, to Corporation as a condition of approval. This divestiture, completed in July 2020 for $1.4 billion, aimed to preserve competition in the prepaid market by enabling Dish to launch a fourth nationwide wireless carrier. The FCC has been monitoring Dish's network buildout obligations stemming from the merger through an ongoing docket established in , with key milestones including 70% population coverage by June 2023 and 85% by June 2025. In May 2025, the FCC initiated an investigation into Dish's compliance with its buildout obligations, raising ongoing concerns about the merger's intended competitive effects, particularly in rural and underserved areas. T-Mobile's compliance with these conditions remains under review, as Dish has struggled to meet deployment targets. Failure to fully execute the divestiture could lead to further enforcement actions by the FCC and DOJ. In 2024, T-Mobile encountered antitrust review for its proposed $4.4 billion acquisition of (UScellular), announced in May of that year. The DOJ conducted a thorough and closed it without conditions in 2025, citing the deal's potential to enhance and in rural markets where UScellular holds significant low-band . The FCC approved the transaction later that month, with T-Mobile committing to prioritize network expansions in rural areas, covering nearly 40% of UScellular's customer base in such regions. The acquisition closed in August 2025, but rural wireless associations expressed opposition, arguing it could reduce local without sufficient safeguards. T-Mobile has also faced legal challenges over practices, including a multi-state in 2024 addressing misleading claims about services and unlimited data plans. Attorneys general from all 50 states and of Columbia secured $10.25 million in civil penalties from T-Mobile, , , and others for deceptive promotions that exaggerated network speeds and coverage. T-Mobile's portion contributed to the total, with the agreement requiring improved disclosures to prevent future misrepresentations. Regulatory enforcement by the FCC has included fines for service disruptions affecting emergency communications. In a notable case, T-Mobile settled for $19.5 million after a 12-hour nationwide outage prevented over 23,000 calls from completing, violating enhanced rules. The company agreed to enhanced network reliability measures as part of the resolution. Similar outages in 2024, including a nationwide disruption, drew FCC attention to potential impacts, though no additional fine was imposed at that time.

Customer relations issues

T-Mobile has encountered substantial customer dissatisfaction related to billing practices, particularly in the wake of price increases implemented in 2023 and 2024. The (BBB) recorded thousands of complaints against the company during this period, with a significant number centered on billing errors, unauthorized charges, and discrepancies following plan adjustments or price hikes. For instance, customers frequently reported unexpected fee additions and difficulties in resolving overcharges, exacerbating frustration amid rising costs. Additionally, the (FCC) received approximately 900 complaints as of October 2024 specifically about T-Mobile's $2 to $5 per line price increases, which some customers viewed as a of prior "lifetime price lock" assurances. These issues have led to ongoing lawsuits alleging of "price lock" guarantees. Service disruptions have also contributed to customer relations challenges. In September 2025, T-Mobile suffered a widespread connectivity outage impacting users in major cities such as , , and , resulting in numerous reports of dropped calls and failures. This incident amplified complaints about unreliable service quality, though the company issued statements acknowledging the issue and worked to restore operations without immediate regulatory penalties disclosed. Criticism has extended to customer support accessibility, with reports indicating prolonged wait times for assistance. Reviews from highlight an average wait time of approximately 15 minutes for calls, often extending longer during peak periods, leading to heightened frustration among users seeking resolutions for billing or service problems. In response to these issues, T-Mobile has invested in technological enhancements to improve support efficiency. The deployment of -powered chatbots and expanded options within the T-Life app has helped reduce inbound complaint volumes; for example, proactive interventions for issues have lowered complaint calls by 23% as of mid-2025. These tools enable faster query handling and personalized troubleshooting, contributing to a 20% overall reduction in customer churn through better retention strategies.

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