AT&T, one of the top three U.S. phone carriers, is taking a key step to attract more customers by testing a new service amid ongoing pressure in retention and consumer satisfaction.
In recent months, AT&T has experienced an uptick in customer losses. During the first quarter of 2026, the carrier’s postpaid phone churn, the percentage of customer losses, reached 0.89%, up from 0.83% in the same quarter in 2025, according to AT&T’s latest earnings report.
Also, 72,000 prepaid phone customers pulled the plug on their service during the quarter, raising churn in that segment to 2.62%, up 7 percentage points year over year.
AT&T faced controversy last year over its pricing and autopay discount changes, and announced price increases for its wireless plans last month, all of which may have contributed to elevated churn. However, it is also battling aggressive competition.
T-Mobile, in particular, has been switching up its tactics to lure in more customers. Late last year, it launched its digital switching tool, “Easy Switch,” on its T-Life app and website, allowing consumers to switch to its network in 15 minutes or less.
In November, T-Mobile also partnered with DoorDash to launch free same-day delivery for phones and accessories. It expanded this partnership last month to offer free same-day delivery of 5G Home Internet equipment to customers.
AT&T challenges T-Mobile with a new way to serve customers
As T-Mobile steps up its efforts to reach more customers, AT&T is following suit. The carrier is already planning to launch its own digital switching tool sometime this year, which its CEO, John Stankey, said at a conference in December would be “a little bit different” from T-Mobile’s.
While the tool is still in development, AT&T has quietly begun testing same-day device delivery via Uber, giving T-Mobile tougher competition, according to a recent report from The Mobile Report.
Currently, AT&T is offering customers same-day delivery through Uber in Texas. The deliveries will reportedly work the same way T-Mobile’s does with DoorDash.
Related: AT&T rolls out major upgrade for customers, challenging T-Mobile
In an advertisement for the service shared with The Mobile Report, AT&T states that its same-day delivery through Uber provides “The phone you want. Without the wait,” suggesting it is currently limited to phone deliveries.
The ad also states that customers must place orders by 2:30 p.m. (12:30 p.m. on Sunday) for same-day delivery, and that “charges, terms, and restrictions apply.”
AT&T is not new to offering same-day delivery service for customers. The carrier launched its “Ready to Go” same-day delivery service almost a decade ago, which involves AT&T employees hand-delivering devices to customers and assisting with setup.
The only problem is that this service is available in select markets; AT&T’s upcoming same-day delivery with Uber may solve this issue, as it potentially could be available nationwide.
Why expanded same-day delivery is a significant move for AT&T
AT&T and T-Mobile’s increased investment in same-day device delivery comes as more Americans are expected to upgrade their phones this year.
A YouGov survey in December found that 45% of Americans are very or somewhat likely to purchase a new cell phone this year, up from 36% in 2023.
While demand for new devices increases, RTMNexus CEO Dominick Miserandino said in a statement to TheStreet that AT&T’s decision to test same-day delivery with Uber is “meeting a new industry standard.”
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“In the 2026 market, ‘instant’ is the baseline,” said Miserandino. “If T-Mobile is delivering routers via DoorDash, AT&T has to match that speed just to stay in the conversation. It’s a smart, necessary tactical shift. We are a society of instant delivery and that’s the expectation.”
He also said that while this new service may appeal to customers, it isn’t a “magic cure” for AT&T’s problem with elevated churn.
“A faster Uber driver doesn’t fix a long-term service issue, but it does improve the ‘first-day’ experience,” he said.
It is vital for AT&T to improve its customer experience, as it is struggling to keep up with competitors in consumer satisfaction ratings, according to a recent J.D. Power survey.
How AT&T compares to competitors in consumer satisfaction:
- Consumer satisfaction for postpaid plans across traditional wireless carriers averages at a score of 603 (on a 1,000-point scale).
- T-Mobile tops the rankings with a score of 631, while Verizon follows at 593.
- AT&T places third among traditional carriers with a 587 score.
- Mobile virtual network operators (MVNOs) surpass many traditional carriers, averaging a 630 scorefor postpaid phone plans.
Source: J.D. Power
Carl Lepper, senior director of technology, media and telecom at J.D. Power, said in a press release that wireless carriers should leverage more than pricing and network quality to attract and retain customers.
“True loyalty comes from how easy it is for customers to work with a carrier once they’re in the system, especially when it comes to resolving issues, managing bills and getting answers quickly,” said Lepper.
He emphasized that these experiences are what spark “advocacy and long-term retention” from customers.
“When interactions are effortless, it shows in low churn and high satisfaction,” added Lepper. “For wireless carriers, the best strategy is simple: take care of the customers they already have.”
Related: T-Mobile limits major customer perk as pressure mounts
