Small businesses and (very) large families will, beginning tomorrow, be allowed to have up to 10 lines on their shared plans for just $10 per line after the second subscriber. This represents a doubling of the lines that it allows today. In addition, users needn’t worry about the amount of data they use unlike the other carriers which insist on shared data plans in the hope of being able to charge fees and overages as those sharing have no idea how much data the others have used.

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T-Mobile

T-Mobile’s CEO: The other companies cheat you

At least that’s what T-Mobile US Inc (NYSE:TMUS)’s outspoken CEO thinks.

“I’ve always maintained that shared data plans are a source of customer pain. And, it’s becoming clear now that they are,” said John Legere, president and CEO of T-Mobile. “The old carriers’ shared data plans are just another ploy to push customers over their data limits and suck money out of their pockets with overage charges they can’t see coming.”

As a result, T-Mobile US Inc (NYSE:TMUS)’s plan gives each user a dedicated LTE “bucket” for each device which makes it very clear how much data you have available on your device. In addition to offering up to 1GB of data per device on the nation’s fastest(?) LTE network, users will continue to get unlimited talk and text without an annual service contract.

A response to Sprint?

For those that use considerably more data, customers can pay a flat $30 charge for unlimited 4G LTE data.

The move, in many peoples’ opinions, is a direct response to Sprint Corporation (NYSE:S)’s new Family Share Pack and $60 unlimited data plan which was announced last week by the nation’s third largest carrier. Under new CEO Marcelo Claure, Sprint is looking to go after the larger carriers AT&T Inc. (NYSE:T) and Verizon Communications Inc. (NYSE:VZ), but also appears interested in directly going after the smaller carrier…T-Mobile US Inc (NYSE:TMUS).