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Did AT&T & DIRECTV NOW Really Promise $35 For Life?

This week DIRECTV NOW announced a $10 price increase that goes into effect in April 2019. Many early subscribers have been loudly unhappy about the fact that their $35 GO BIG a month deal first went to $40 and now to $50 a month. Many claims they thought the $35 deal would be good for life. So we decided to do some digging and see what DIRECTV NOW and AT&T really did say they would offer.

As best we can tell AT&T never said the DIRECTV NOW $35 deal would stay at $35. At several points, it clearly says that the price could go up. As best we can tell the deal was for the $25 off a month with a clear out that says if the base package goes up on the base package the promo offer could also go up.

Here is an image from when the $35 GO BIG deal was first offered. (Credit AFTVnews)

So did AT&T claim the $35 GO BIG offer would stay $35 for life? Sadly as best we can tell no. There is some wording that would make you think the $25 off the GO BIG Package would be good for life but in the terms and services, there are a few outs there that lawyers must have insisted on.

The only place I found that had the full paper ad used to promote the deal with the disclaimer at the bottom was on Peter Litmans blog. Its kind of hard to see but at the bottom, but it clearly says  “pricing, channels, features, and terms to subject to change & may be modified or discontinued at any time without notice.” At no point on the flyer did DIRECTV NOW say the deal would be for life.

Many are pointing to the CEO of AT&T saying that the $35 deal would be for life. Sadly from what we have heard the fine print in the contract you signed seems to only guarantee that the discount, not the overall price.

The truth is it really is impossible for a company like DIRECTV NOW to price a price for life. The cost of their content, for the most part, is out of their control. They have no idea what Disney, CBS, NBCUniversal, and others will charge for their content 10 years from now. With that said the $25 discount is something within their control and it seems that the so-called lifetime offer was for the discount, not the final price.

Do you have a screenshot promising the $35 price for life? Leave us a comment and let us know.

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