AT&T is sweetening the deal for its customers by introducing a free perk that makes healthcare more accessible, a move that comes amid heightened competition.
Recently, AT&T’s top competitors have doubled down on rolling out perks to attract and retain customers. For instance, in June, T-Mobile ramped up its T-Mobile Tuesdays offerings by adding perks such as a free DoorDash DashPass subscription and exclusive Shell Fuel Rewards discounts.
That same month, Verizon introduced Verizon Dollars, a loyalty program that rewards customers with 3% back in “Verizon Dollars” each month, redeemable for device and accessory purchases. It also removes upgrade and activation fees.
In addition, it launched Verizon Shine, a program that grants customers free offers every Monday, including concert tickets, gift cards, and exclusive merchandise.
AT&T gives customers a free LifeMD membership
Amid this growing trend, AT&T has announced a perk its rivals don’t offer: a free LifeMD membership for wireless and fiber internet customers, according to a recent press release.
The perk waives the $19 monthly fee for customers, making it valued at $228 annually, and offers access to nationwide virtual care and pharmacy services.
This includes virtual primary care and 24/7 urgent care. It also offers ongoing medications for chronic health conditions.
Customers also have access to weight management services, including GLP-1 medications. Women’s and men’s health care services are also included, along with access to prescription dermatology, sleep, laboratory, and hormone health services.
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The subscription provides access to same-day prescriptions and refills, which can either be filled and shipped from LifeMD’s pharmacy or sent to the member’s local pharmacy.
While the membership fee is waived, members are still charged for appointments. For message-based care, visits start at $29. The starting price for virtual urgent and primary care is $49, and for specialty care, $79.
In the press release, AT&T states that the launch of this perk makes it the “first and only carrier to offer free access to virtual healthcare.”
The benefit is currently available to AT&T customers in 11 select states: Florida, Texas, Arizona, New Mexico, North Carolina, New York, Illinois, California, Michigan, Maryland, and Iowa. The carrier plans to expand it to additional states in January 2027.
“This is a landmark moment for LifeMD and, more importantly, for the millions of Americans who have been priced out of convenient, high-quality healthcare,” said LifeMD CEO Justin Schreiber in the press release.
“Members can reach a state-licensed provider from their phone at their convenience and get care for a wide range of everyday health needs.”
AT&T taps into a growing healthcare trend
AT&T’s new LifeMD perk comes at a time when more U.S. consumers are opting to use virtual healthcare services, a trend that became increasingly popular during the Covid pandemic.
According to a report from Strata Decision Technology in June, telehealth encounters in the U.S. increased 79% between January 2019 and January 2026. Remote patient monitoring encounters climbed roughly 4,000% over the same period.
Strata said these findings suggest virtual healthcare is here to stay rather than remaining a pandemic-driven trend.
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Many U.S. consumers opt for telehealth visits for the convenience and lower costs compared to in-person care, according to Deloitte data.
A recent study from the University of Utah Health found that 31 million annual telehealth visits in the U.S. consist of mental health appointments, while non-mental health conditions make up 29 million telehealth visits annually.
“We were surprised at the number of non-mental health conditions, like high blood pressure or diabetes, that were commonly addressed through telehealth,” said Dr. Terrence Liu, assistant professor of internal medicine at University of Utah Health, in the survey release.
“Even though a smaller percentage of these visits were conducted through telehealth, because these are very common conditions, the total number of estimated visits was very similar to telehealth visits for mental health conditions, numbering in the tens of millions,” he continued.
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