Sprint's crazy-low $15 unlimited plan ends Friday night

Bargain hunters, you have until 8:59 p.m. PT/11:59 p.m. ET to sign up.

Roger Cheng Former Executive Editor / Head of News
Roger Cheng (he/him/his) was the executive editor in charge of CNET News, managing everything from daily breaking news to in-depth investigative packages. Prior to this, he was on the telecommunications beat and wrote for Dow Jones Newswires and The Wall Street Journal for nearly a decade and got his start writing and laying out pages at a local paper in Southern California. He's a devoted Trojan alum and thinks sleep is the perfect -- if unattainable -- hobby for a parent.
Expertise Mobile | 5G | Big Tech | Social Media Credentials
  • SABEW Best in Business 2011 Award for Breaking News Coverage, Eddie Award in 2020 for 5G coverage, runner-up National Arts & Entertainment Journalism Award for culture analysis.
Roger Cheng
2 min read
USA New York - branch of Sprint and T-Mobile

Sprint is pulling its promotional plan already. 

Getty Images

Sprint's latest deal was too good to last. But it's surprising just how quickly it's going away. 

A week ago, the nation's fourth-largest wireless carrier introduced a promotional $15 unlimited data plan, with few strings, and no plans to ever see a price increase. That dirt-cheap price wasn't feasible in the long term, and Sprint is shutting it down. The promotion will last until 8:59 p.m. PT/11:59 p.m. ET on Friday. 

The $15 plan was significantly cheaper than any plan offered by the major carriers, and even undercut the low-cost prepaid players. Sprint, which has a deal to merge with T-Mobile , saw it more of a marketing tool to persuade users to switch and experience the improvements made to its network. Sprint has spent more than the last decade fighting the perception that its service lags far behind its rivals. 

The news comes as Verizon launched an even more expensive unlimited data plan with perks like more high-speed data. 

The executives behind Sprint's "Kickstart" program had a target for customers in mind, and the company hit that goal already, according to a person familiar with the company's plans. 

Sprint will continue to explore different promotions like Kickstart to drum up interest in the service, the person said. 

Until then, you don't have a lot of time if you want to take advantage of the deal. 

CNET Magazine: Check out a sample of the stories in CNET's newsstand edition.

Follow the Money: This is how digital cash is changing the way we save, shop and work.