T-Mobile has the most loyal postpaid and prepaid customers,
according to data analytics company J.D. Power. The study, conducted from June to November 2025, is based on responses from 59,097 customers. The study evaluated the performance of carriers across eight metrics: value for price paid, quality of service, level of trust, ease of doing business, people, product and service offerings, digital tools, and problem resolution.
T-Mobile comes out on top for the second time in a row
J.D. Power found that carriers who resolved issues with minimal effort on the customer's part in as little as ten minutes were the most successful in retaining subscribers. Customer loyalty hinges on the ease of doing business and the speedy resolution of issues via digital channels.Carl Lepper, senior director of technology, media and telecom at J.D. Power, notes that while network quality and pricing drive customer acquisition, being easy to work with is what fuels long-term retention.
T-Mobile ranked highest for customer satisfaction in both postpaid and prepaid categories.Consumer Cellular led the postpaid mobile virtual network operators (MVNO) category, and Mint Mobile took the top spot for prepaid MVNOs.
True loyalty comes from how easy it is for customers to work with a carrier once they’re in the system, especially when it comes to resolving issues, managing bills and getting answers quickly.
Carl Lepper, senior director of technology, media and telecom at J.D. Power, January 2026
It's really that simple
T-Mobile boasts the lowest churn rate in the industry, and J.D. Power's report reveals why. Customers don't appreciate being bounced between bots and unhelpful representatives.
T-Mobile is excelling in this area, and its T-Force social media team and T-Life app likely played instrumental roles in that. Interestingly,
Verizon Consumer Chief Executive Officer Sowmyanarayan Sampath
committed to a similar approach in June, but those efforts have yet to bear fruit.
Is T-Mobile going to throw this away?
T-Mobile is moving toward a
self-service model and has begun
incorporating AI into the mix. While AI-powered bots can be helpful in some instances, customers generally don't like conversing with them, and they often prove inept at solving complex problems.The US carrier market is saturated, meaning there are fewer new postpaid subscribers to acquire. This makes customer retention all the more important. While
T-Mobile has been panned online for price hikes and unfavorable policy shifts, its prompt problem resolution remains the primary reason customers stick around.
