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The data allotment was supposed to automatically revert to 1 GB after January 2, 2016, but never did. Existing customers had to call T-Mobile by the end of September 2014 to benefit from this offer. In July 2014, T-Mobile offered a limited time promotion on 4 and 5 line family plans, changing their 1 GB per line unthrottled data to 2.5 GB at no extra cost. On its first anniversary in March 2014, these amounts were changed to the following: 1 GB, 3 GB, 5 GB or unlimited with the same base prices. Options for 2.5 GB or unlimited data were offered for an extra monthly fee. The contract-free Simple Choice plan, also known as Un-carrier 1.0, debuted in March 2013 by offering unlimited calling and text messaging with 500 MB of unthrottled data monthly for a base price of $50. Simple Choice - No Service Contracts (Un-carrier 1.0) 9 Un-Carrier for Business (Un-carrier 9.0).

1 Simple Choice - No Service Contracts (Un-carrier 1.0).

T-Mobile announced the change to its customers through a press release. A replacement feature was available, but also required an increase in price by first changing rateplans and adding features for additional fees. When T-Mobile couldn't continue to support the feature, customers were given 32 days notice that the service promotion ended, and the feature would be removed from all existing accounts. The feature provided unlimited service to customers visiting in Mexico and Canada. Such as with T-Mobile's "Mobile Without Borders" feature in UnCarrier 3.0.

Occasionally, the promotion is dropped all together. Generally, the advertised promotions are permanent, though some become redundant with later uncarrier innovations (for instance, the unlimited music in uncarrier 6 was moot after the move to all unlimited data plans). It debuted in March 2013, where the company introduced a new streamlined plan structure for new customers which drops contracts, subsidized phones, coverage fees for data, and early termination fees. Un-carrier is a marketing campaign created by T-Mobile US with Prophet, and advertising company Publicis.