AT&T finds T-Mobile's Easy Switch tool misleading, files lawsuit: Here's more

In the wake of the saturation that has taken over the telecom market, providers are competing to gain each other's customers as growth has slowed, and this is where T-Mobile landed the Easy Switch tool, claiming it allows customers to switch from AT&T or Verizon in just 15 minutes.

But AT&T thinks a bit differently about T-Mobile's 15 Minutes claim, as it has claimed the feature misleads customers and has filed an updated lawsuit against T-Mobile.

AT&T accuses T-Mobile of misleading practices

T-Mobile's Easy Switch feature is available in T-Mobile's T-Life app, and it is assisted by AI to analyse customer accounts and recommend suitable T-Mobile plans.

It initially required full account access, now only billing information is needed. Yet this change looks insufficient for AT&T, arguing that T-Mobile's Switching Made Easy campaign misrepresents savings, as well as the switching process.

The tool exaggerates savings by including optional extras and bundles to create an inflated comparison against premium AT&T, AT&T maintained.

Moreover, AT&T believes that while the checkout process may take 15 minutes, the complete transition—including activation and number transfer—can take hours or even days. The T-Mobile rival contends that this inconsistency misleads customers about the true costs and benefits of switching.

Verizon has raised similar concerns, claiming T-Mobile's advertisements exaggerate savings in a bid to outdo competitors.

Despite the ongoing disputes, T-Mobile said that it offers more value than its rivals, with a significant portion of its customers opting for premium plans. This competition makes it clear that effective savings messaging is crucial in attracting new subscribers.