Companies like Verizon and AT&T used unlimited plans to lure customers to ditch traditional cellphones for smartphones and data plans, but have long since gotten rid of this option. Subscribers who had those plans were allowed to keep them, but often under conditions that took away things like subsidized phone upgrades. Throttling by both AT&T and Verizon also took away the incentive of keeping a plan that didn’t actually provide “unlimited” data.