Verizon's Premium Plan Gets a Price Hike and New Perks: What You Need to Know

Verizon has quietly updated its top-tier Unlimited Ultimate plan, introducing a slight price increase while bundling in two additional services. For most customers, the changes don't warrant a switch, but the move signals a shift in the carrier's premium offering strategy. Below, we answer key questions about the updated plan to help you decide if it's right for you.

What changes did Verizon make to its Unlimited Ultimate plan?

Verizon has modified the Unlimited Ultimate plan, raising its monthly cost by approximately $5. The core plan features—such as unlimited data, premium network access, and international perks—remain unchanged. The key addition is the inclusion of Verizon Family Plus and Identity Secure as complimentary benefits. These were previously optional add-ons requiring separate subscription fees. Beyond these extras, the structure of the plan stays the same, meaning existing subscribers won't see any functional difference in their daily usage unless they activate the new perks.

How much has the price of the Unlimited Ultimate plan increased?

The price jump is modest—about $5 more per month compared to the previous version of the plan. Exact figures may vary by line and promotions, but the increase is consistent across new sign-ups. This pricing adjustment makes Unlimited Ultimate verizon's most expensive single-line option, though the added perks partially offset the higher cost. For context, the plan originally cost $90-$100 per line (before taxes and fees), and now sits at roughly $95-$105. Existing subscribers who stay on their old plan will not see this increase unless they proactively upgrade.

What new perks come with the updated Unlimited Ultimate plan?

The updated plan now includes Verizon Family Plus and Identity Secure at no extra charge. Here's what each offers:

• Verizon Family Plus: A suite of parental controls, location sharing, and family safety features that normally cost around $10 per month.
• Identity Secure: Identity theft protection including credit monitoring, alerts, and restoration assistance—typically a $10-$15 monthly service.

These perks are niche—not every customer will find them valuable. For example, families with teenagers might benefit from Family Plus, while frequent travelers or security-conscious users may appreciate Identity Secure. However, if you don't need either, the price hike feels like a pure increase.

Should current Unlimited Ultimate subscribers switch to the new plan?

Probably not, unless you really want those two new perks. The $5 price bump is permanent, and if you're happy with your current plan, Verizon won't force you to change. The old plan still works identically—same data speeds, same hotspot allowance, same international features. The only reason to upgrade is if you would have paid for Verizon Family Plus and Identity Secure separately anyway, as then the combined cost could be lower with the new plan. For most users, sticking with the existing plan is safer and avoids an unnecessary monthly increase.

Why did Verizon make this change now?

Verizon has been adjusting pricing strategy to compete more aggressively on value, especially with its entry-level $100 for 4 lines offer. By bundling previously paid services into the top-tier plan, Verizon aims to justify the higher price point and differentiate Premium offerings from mid-tier plans like Unlimited Plus. The change also neatly increases average revenue per user (ARPU) among high-end customers, without a direct confrontation on core plan features. It's a classic tactic: raise the price by adding low-cost-to-provide services that a minority of subscribers will value, making the plan feel more premium while boosting profit margins.

How does the updated Unlimited Ultimate compare to other Verizon plans?

Compared to the mid-tier Unlimited Plus plan (which costs less per line), Unlimited Ultimate now offers two extra perks and slightly better international roaming (like 5GB of high-speed data abroad vs. 2GB). The entry-level Unlimited Welcome costs even less but lacks premium data and many extras. The updated Ultimate sits at the top of the pricing pyramid, with its added benefits targeting power users or families who already spend on identity protection and parental control apps. For most people, Unlimited Plus remains the best value because it includes solid data and hotspot features without the $5 premium for niche services.

What should existing customers consider before upgrading?

Before switching to the new Unlimited Ultimate plan, evaluate three things: 1) Do you actually need Verizon Family Plus or Identity Secure? If not, you're paying $5 more monthly for nothing you'll use. 2) Check your current bill—if you already have a discount or a loyalty offer, upgrading might void that. 3) Consider the long-term value: even if you want one perk, the math may still favor buying it separately on your old plan. For example, if you only want Family Plus (normally $10), paying $5 extra on the new plan saves $5 versus buying it a la carte. But if you want both perks, the new plan's $5 increase saves you $15-$20 in add-on fees. Weigh your specific usage.