T-Mobile is boosting its appeal to customers amid recent challenges in retaining their loyalty. The carrier is rolling out additional free customer perks after seeing a slight uptick in churn over the past few months. During an earnings call in April, T-Mobile CEO Srini Gopalan said the company’s postpaid phone churn, the percentage of customers who cut their postpaid phone service, climbed by 3 basis points year over year in the first quarter of 2026. He attributed this increase to higher competition in the wireless industry, stating that “January was particularly competitive and particularly heavy in one-dimensional competition based on subsidies.” While T-Mobile’s rivals, such as AT&T and Verizon, have been ramping up deals and discounts to lure new customers, recent price increases and changes to phone plans may have also contributed to elevated churn. T-Mobile rewards customers with new free perks As T-Mobile struggles to boost retention, it is giving customers a few extra reasons to stay by adding new free perks through its T‑Mobile Tuesdays program, according to a recent press release.To celebrate 10 years of T‑Mobile Tuesdays, the carrier is calling June its first-ever “Member Month.” Three key perks customers can take advantage of this month include a free premium in-flight drink when flying Delta Air Lines, a free DashPass subscription from DoorDash, and exclusive Shell Fuel Rewards fuel discounts, offering weekly savings of up to 50 cents per gallon.T-Mobile will be launching free and discounted offers each week of the month.Throughout the week of June 2, customers can pick up free, limited-edition T-Mobile merch, including magenta picnic blankets. Related: T-Mobile rolls back 2 customer discount changes after backlashCustomers can also get a free Slurpee, coffee, or Big Gulp drink at 7-Eleven. They can also score $1 eight-piece boneless wings from Pizza Hut and $5 off any full-size entrée at Qdoba.For the week of June 9, customers can get an additional 40 cents off per gallon of gas (up to 20 gallons) at participating Shell stations. Also, for one day during that week, customers who visit select Shell stations in Los Angeles, Houston, and Chicago can fuel up for just $1.99 per gallon. Key perks customers can receive on the week of June 19 include $9 three-day airport parking via The Parking Spot, three free months of Super Duolingo, and 20 cents off gas per gallon at Shell stations.Throughout the week of June 23, customers can take advantage of expanded travel perks, including up to 40% off hotels and rental cars, free Wi-Fi on Royal Caribbean cruises booked through T-Mobile Travel, and exclusive partner perks with Hertz, Dollar, etc.More T-Mobile News:T-Mobile customers set to receive a significant network upgradeT-Mobile lifts a frustrating perk restriction for Costco membersT-Mobile adds convenient new offering for customersCustomers can also get a free Popeyes chicken sandwich if they place an order worth at least $5. The final week of June is when customers can snag a free 12-month DoorDash DashPass subscription and get T-Mobile Dining Rewards discounts. The generous T-Mobile Tuesdays perk lineup comes after the company revealed in January that the program had surpassed 2.3 million users and would be expanding its perks to celebrate its 10-year anniversary. T-Mobile Tuesdays offers usually run out before their scheduled end time, so it is crucial for customers to snatch these offers fast. In one instance last March, the carrier offered customers a three-piece chicken tender combo from Wingstop for $0.01, but the deal was pulled early after demand surged. A separate promotion in May that same year, gave T-Mobile customers $25 Uber Eats orders of $30 or more, which also ended ahead of schedule after proving more popular than expected.
T-Mobile ramps up its T-Mobile Tuesdays offers as competition intensifies. Helen89/Shutterstock
T-Mobile is tapping into a growing consumer trend as competition risesIt is vital for T-Mobile to bulk up its perks and discounts, as a WhistleOut survey in December found that it risks losing 75.9 million customers due to high mobile plan pricing. Mobile virtual network operators have been a growing threat to T-Mobile, AT&T, and Verizon, as many consumers are switching to these smaller carriers for their lower prices. The survey found that 34% of Big 3 customers plan to switch to an MVNO within the next year.“Competition in the US wireless market has never been this intense,” said Recon Analytics analyst XJ Wang in a Light Reading Report in February.“Our comprehensive analysis of carrier profitability trends and net subscriber additions indicates that the US wireless market has evolved from a tiered hierarchy to a highly competitive equilibrium.” T-Mobile’s move to make its T-Mobile Tuesdays program more generous comes as more Americans are willing to switch to brands that offer better loyalty program perks, according to a recent survey from The Wise Marketer and Engage People. How perks and rewards shape brand loyalty: Nearly nine in 10 of U.S. consumers are open to switching brands, showing how competitive loyalty has become.Price, loyalty perks and benefits, and promotional offers/discounts remain among the leading factors that keepcustomers from switching to another brand. About 80% of consumers said exclusive member-only discounts encourage them to sign up for loyalty programs, while 87% point to the ability to earn rewards over time as a key driver. When it comes to loyalty reward preferences, 86% favor cashback or credit, while 65% prefer discounts, promotions and rebates, and 61% value redeemable points for products and services.Nearly half (48%) said access to experiential rewards makes them less likely to flee to competing brands.
Source: The Wise Marketer and Engage People
“It’s not that surprising to see that price is the leading driver of switching behavior from one brand to another,” said Aaron Dauphinee, chief marketing officer of The Wise Marketer Group, in a press release.“More than half of survey respondents indicated that loyalty program benefits can be an inducement, slightly bettering special promotions and discounts. When you ask consumers what benefits they prefer, cash back or credit has always led.”Related: Verizon CEO doubles down on removing free offers for customers