The company on Thursday unveiled two unlimited data plans, dubbed AT Unlimited and AT Unlimited Premium, bundled with WatchTV, a new "skinny bundle" of more than 30 live channels.
Also gone is the default "HBO for life" promotion.
WatchTV is available to non-AT customers for $15 a month.
The announcement makes good on a plan that AT CEO Randall Stephenson teased last week in an interview with CNBC.
The standalone price puts in competition with Philo, which strips out sports and news channels for a $16-a-month bundle of entertainment networks.
The phone plans are also the latest in a slew of new unlimited options to come from the wireless carriers, which are seeking to both redefine how unlimited plans work and add on extras to justify different, more expensive options.