I've had he same issue with T-Mobile. When Sprint was still around and I got my 13 Pro I was supposed to have lifetime $800 trade in value on my device. Went round and round with T-Mobile because on their site I was able to pre-order the Pro Max for only $8 a month (the site gave me $1000 for my 13 Pro). I thought "that's an even better deal", so I bit. Looked at the confirmation email and it said it was going to be $50 a month. Contacted them to see if that was until they received my trade in. I was told that actually I had to upgrade my plan to the most expensive plan they offer. I currently pay $135 for three lines and said I was not paying the $255 per month that plan upgrade would cost. They are currently offering new customers the next plan down for $150 ($180 for the most expensive plan) and would be upgrade every two, which is fine because I don't care about upgrading every year. However, they would not give me that deal because I am not a new customer. They then offered my $300 trade in, which I declined and told them to cancel my order. They are going to call me tomorrow. I told them the only two options I would accept would be the $800 trade in value promised, or the plan at the new customer price. We'll see. My view is if you can offer a deal to new customers you sure as hell should offer it to old customers who have been loyal.