Boost Mobile now includes taxes and fees in all monthly service plans

MetroPCS
Boost continues to offer four lines of unlimited data for $100.

Sprint is now including taxes and fees in all its Boost Mobile plans as the operator continues to pursue the competitive prepaid market.

Boost’s plans start at $35 a month for a single line of 3 GB of LTE data or $50 for a single line of “mobile-unlimited data including “mobile-optimized” video, games and music. The service provider is also offering a four-line family plan with unlimited data to users who switch.

Existing Boost customers will see taxes and fees included on their next monthly payments starting tomorrow.

“For everyone who is tired of overpaying thanks to hidden fees on their wireless plans, it’s time to make the switch to Boost Mobile,” Boost CMO Angela Rittgers said in a press release. “The move is another step toward Boost Mobile’s commitment to providing the best value, service and customer experience in prepaid wireless.”

The move also underscores the price war that has heated up in prepaid. MetroPCS and Simple Mobile both sell single lines of unlimited for $50 a month before discounts for autopay, according to Wave7 Research, while Verizon offers a 7 GB plan and Cricket offers an 8 GB plan at the same price. MetroPCS and Cricket, among some other prepaid service providers, cover the cost of taxes and fees in their subscriptions.

Sprint appears to be regaining some lost ground in a prepaid market that has grown extremely competitive over the last two years. Sprint relaunched its Virgin Mobile prepaid brand in June as an all-iPhone service in a move that BayStreet Research said could generate 100,000 to 300,000 in iPhone sales, and two weeks ago it began offering a year of unlimited service for $1 to users who activate their own iPhones through Virgin.

Sprint also replaced its “Sprint Prepaid” brand with a new “Sprint Forward” prepaid brand in a few months ago, offering customers the ability to obtain device financing without passing a credit check once they make 12 consecutive, on-time payments.

In May, Sprint introduced the “Project Switch” campaign for Boost Mobile in an effort to illustrate the ease with which customers can move to the brand from other providers. Sprint is pushing the campaign with TV ads starting today in markets including New York, Los Angeles, Dallas and Miami, and it said it plans to open more than 1,000 new Boost stores by the end of the year.

Sprint added 35,000 net prepaid customers in the second quarter of 2017, marking its second straight quarter of net prepaid gains after seeing two years of customer losses in the segment. Its latest initiatives may help it continue to gain market share, but just how well it can monetize those customers remains to be seen.