Still just a pilot, the loyalty program will offer a "preferential" customer support number (1-855-ATTPLUS), waived upgrade fees, waived additional line activation fees (second line only), and 25 percent off non-Apple accessories, according to a report from The Verge. The report added that the service is just starting to roll out to customers in Colorado; Houston, Texas; and Minneapolis, Minnesota that "meet (as yet) unknown criteria."
AT&T issued the following statement to the press:
"We’re trialing a pilot loyalty program, called AT&T Plus, with a select group of our wireless customers to get their feedback on their interest in this type of program and the benefits they’d like to have from us. Right now, this is only a trial, but based on what our customers tell us, it may be something we look to roll out more widely in the future. It’s an example of our ongoing efforts to deliver a great experience for our customers."
It's actually an example of their ongoing efforts to keep customers from shifting to other carriers, now that the iPhone is available elsewhere.
A reader posting on the MacRumors forum on Monday claimed to have received an AT&T Plus membership card listing the same benefits detailed by the report. However, he also said the card promised that AT&T would "provide access to special events and exclusive product announcements."
According to The Verge, they are aware of at least one AT&T customer who was welcomed into the program with a $10 Starbucks card. It's unclear if that , although it's not clear if this "perk" will apply to every new member.