Sprint gave customers its biggest assurance yet that it has no plans to take away unlimited data service as its rivals have done.
Its new "Unlimited Guarantee" comes with the promise that as long as users stick with one of two new service plans, they will have unlimited data as long as they like -- or at least until Sprint goes out of business.
In recent years, AT&T and Verizon have killed their unlimited data plans and put in place practices that encourage users who still have those plans to dump them. Verizon, for example, doesn't subsidize new phones for users who want to keep their unlimited data plans.
"The Sprint Unlimited Guarantee allows our customers to lock in unlimited talk, text and data not for just the next two years, but for life," Sprint Chief Executive Dan Hesse said in a statement.
Sprint said new and existing users can sign up for the new plans to secure their unlimited data.
In one of the plans, users can get unlimited talk, text and data for $80 a month -- $50 for talk and text and $30 for data. They can add additional lines at reduced rates.
The Unlimited Guarantee plans become available Friday.