This week, Google Fi unveiled new pricing plans that have caught the attention of many smartphone users. The standout offering is the Unlimited Essentials plan, which provides unlimited talk, text, and data at a competitive price point of $35 per month. High-speed data is capped at 30GB before throttling occurs. Additionally, two other unlimited plans now offer increased high-speed data allowances without raising prices. These updates make Google Fi an attractive option for some consumers. However, despite these appealing changes, one critical feature remains absent: the ability to mix and match plans within a multi-line account.

For years, T-Mobile has been catering to families and groups with varying mobile needs through flexible plan options. In this context, consider someone managing six lines on their T-Mobile account. Each line serves a distinct purpose, allowing for customized plans tailored to individual usage patterns. For instance, one line might cater to basic communication needs, while another supports advanced features like high-speed hotspots or international data access. This flexibility ensures cost-effectiveness and satisfaction across all users.

In contrast, Google Fi enforces a uniform plan structure for all lines under a single account. Even if each user could benefit from different tiers—such as Unlimited Essentials for light users or Unlimited Premium for heavy ones—they must all subscribe to the same plan. As a result, opting for the highest-tier plan necessary for even one user forces everyone else onto it as well, potentially inflating costs significantly. For example, upgrading solely for enhanced functionality on one line could raise the collective bill by over $80 monthly compared to current arrangements.

This rigidity poses a significant barrier for potential switchers. While Google Fi’s offerings may appeal to individuals or small groups with similar usage habits, they fall short in accommodating diverse requirements within larger accounts. The absence of customizable options limits its market reach, particularly among family units or shared accounts where varied phone usage is common.

Beyond mere affordability, the inability to tailor plans individually affects overall user experience. Many customers value having the right tools for each person's unique situation rather than being confined to a one-size-fits-all model. Until Google addresses this limitation by introducing more adaptable solutions, many prospective subscribers will remain hesitant to commit fully to its services.