T-Mobile's loss in postpaid customers last year didn't stop the carrier from making some bold moves early in 2026.

Some of the decisions, such as the recent price hikes, threatened to frustrate customers even further or drive them to cancel service, whereas others aimed to boost customer loyalty and engagement.

For the fourth quarter of 2025, T-Mobile reported postpaid phone churn (customer losses as a percentage) increased to 0.93%, up from 0.86% in 2024.

In addition to raising prices for some of its older plans last year and raising its late fee for customers who don't pay their bills on time, earlier this year, the carrier raised its Regulatory Programs & Telco Recovery fee again and started charging $3 a month for its Apple TV "On Us" perk, which had been free for customers on Plus-level phone plan since 2021, writes TheStreet's Patricia Battle.

Additionally, T-Mobile increased its restocking fees across all device price tiers.

Depending on the retail cost, customers will now pay between $25 and $75 to return a device.

However, the carrier also shared good news for customers over the last three months, such as bringing back its free full regular-season subscription to the MLB.TV app, a perk valued at $149.99.

More recently, the carrier announced a special partnership under which it has launched sweepstakes and introduced perks for all members that go beyond phone plans.

T-Mobile teams up with the National Park Foundation, launches sweepstakes T-Mobile has partnered with the National Park Foundation to launch the "Do Not Disturb Season" for the summer of 2026.

The idea behind this initiative is to encourage people to disconnect from digital distractions and reconnect with nature in America's national parks.

While the campaign promotes silencing phones, T-Mobile highlights that its network (including satellite connectivity) remains available for emergencies or essential communication in remote areas, according to the press release.

"Our customers take their phones virtually everywhere - including some of the most remote places in the country.

Connecting people in those places is exactly what we've built our network to do.

Do Not Disturb Season encourages people to step away from the everyday noise and spend more time outside, knowing their network is built for the places they want to go - from the trailhead to the summit," stated Mike Katz, President of Marketing, Strategy and Products, T-Mobile.

Under the campaign, T-Mobile is hosting a sweepstakes for both subscribers and non-subscribers, which is open until May 8, 2026 T-Mobile Adventure....