The gloves are off: AT&T is calling T-Mobile a liar in the most public way possible
AT&T just launched a campaign that questions everything T-Mobile has been telling you.
UPDATE: The plot thickens, as it now turns out AT&T's new campaign isn't exactly playing by the rules. BBB National Programs’ National Advertising Division (NAD) has officially told AT&T to stop its recent ad campaign against T-Mobile – read all about this here.
Original story follows below:
Two of the biggest US carriers – AT&T and T-Mobile – are officially at each other’s throats right after both dropped their Q3 earnings. And things are getting spicy.
AT&T takes aim at T-Mobile with a new campaign
Just a day after two of the major carriers revealed their quarterly results, AT&T apparently decided it’s done staying quiet. The carrier launched a new campaign directly calling out T-Mobile, accusing it of misleading customers and twisting the facts.
While most carriers are busy shouting about being “the best” in ads, AT&T says it’s cutting through the noise – promising “more coverage, more reliability, and more accountability.” Basically, it’s positioning itself as the grown-up in the room.
T-Mobile, of course, claimed once again in its own Q3 report that it leads the industry. AT&T isn’t having it. So, it brought actor Luke Wilson back for a new campaign built around one message: trust is earned through action.
Video credit – AT&T
AT&T’s network speaks for itself: more coverage, proven reliability, the industry’s only Guarantee our customers can count on. We don’t make promises we can’t keep – we deliver the connectivity people rely on and we stand behind it. Period.
– Kellyn Smith Kenny, chief marketing & growth officer, AT&T, October 2025
AT&T also shared that between 2020 and 2024, it poured $145 billion into US connectivity infrastructure, including spectrum investments – claiming it now covers 300,000+ more square miles than T-Mobile.
And according to RootMetrics, AT&T leads in both speed and reliability, with fewer dropped calls than T-Mobile. Ookla also gave it props for clearer call quality, naming it the best for overall call performance across US carriers.
In short, AT&T says the facts speak for themselves – while T-Mobile insists it’s still the most customer-focused carrier around. Naturally, T-Mobile fired back fast, saying it’s always been “laser-focused on doing right by customers” and delivering “unmatched value and experiences.” Mike Katz, T-Mobile’s President of Marketing, Strategy and Products, also chimed in to defend the Un-carrier’s track record.
More people are joining @TMobile than at any point in our history. That's because we’re focused on what matters most to customers — delivering America’s best network, savings up to 20% vs. Verizon and AT&T, and unmatched experiences.
— Mike Katz (@Mike_Katz) October 23, 2025
No goats . No talking chests . Just…
What this carrier feud really means
Whenever two major carriers start publicly trading shots, it usually means one thing – the competition is tight. Both are seeing strong subscriber growth, expanding into home internet, and fighting for the same users. And as the whole industry keeps improving, the rivalry is getting fiercer than ever.
It’s not just about who has more cell towers anymore. It’s about who can offer faster speeds, better deals, and smoother connectivity everywhere – from your phone to your smart home setup.
The real winners here are the users
At the end of the day, no matter how flashy the campaigns get, customers will decide who’s actually walking the talk. Because you don’t need a marketing slogan to know which carrier works best for you – you just need to use it.
Each has its strengths and weak spots, and sometimes what works perfectly for one person doesn’t work at all for someone down the street. So, while AT&T and T-Mobile keep trading blows, we’ll keep watching (and hopefully enjoying) the benefits of this ongoing network showdown.
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