Wal-Mart uses own brand in wireless plan

September 14, 2010 at 12:00a.m.

Associated Press

NEW YORK

Wal-Mart Stores Inc. said Monday that it is introducing the first cell-phone plan that uses the chain’s own branding, further demonstrating its clout in getting special deals from wireless carriers.

The Wal-Mart Family Mobile service will run on T-Mobile USA’s network. Unlimited calling and texting will cost $45 per month for the first line and $25 for each additional line for the family. The service will be offered starting next week in most of its stores across the nation.

Since last year, Wal-Mart has been the exclusive seller of the Straight Talk service, which runs on the Verizon Wireless network. Wal-Mart also is trying out another service from Sprint Nextel Corp. called Common Cents.

Wal-Mart Family Mobile will be “postpaid” like conventional contract-based plans, so the family bill is paid at the end of the month. But in other ways, it works much like prepaid service, and it won’t come with a contract requirement or early-termination fees. Buyers also won’t need to go through credit checks.