AT&T says any cellphone customer can sign up for unlimited data plans starting Friday. That option had been limited to customers of AT&T-owned DirecTV.
The change comes just days after Verizon announced an unlimited plan without such restrictions.
All four major cellphone providers now offer unlimited plans, a major reversal from a few years ago. AT&T's version costs the same as Verizon's — $180 — for a family of four but is pricier for an individual. Sprint and T-Mobile are cheaper.
Sprint also said Thursday that it's letting unlimited customers watch video in high definition rather than DVD quality. T-Mobile announced a similar change Monday after Verizon said HD video was included. AT&T's unlimited plan degrades video to DVD quality, but customers can turn HD video back on for free.