In a surprise customer-friendly twist, Southwest Airlines announced yesterday that, in conjunction with T-Mobile, they will be offering free in-flight WiFi for all Rapid Rewards members from October 24, 2025 onward. The nice thing here is that everyone who joins Southwest Rapid Rewards (which is free) will enjoy free Wi-Fi in conjunction with T-Mobile, regardless of your wireless provider.
I have long been expecting more airlines to offer free in-flight WiFi as time goes on and it becomes less expensive for them to offer the benefit (much the same as free Wi-Fi has become a base-level expectation at most hotels).
In this case, it seems that T-Mobile is helping to make this less expensive by sponsoring the benefit for everyone, regardless of phone carrier. While I recently enjoyed free in-flight WiFi on several American Airlines segments thanks to being a T-Mobile customer (T-Mobile customers have gotten free WiFi on select flights with the major US carriers for years, though I’ve noticed that they kind of bury the option; it took me a minute to find it on recent flights!), I think it is a really smart marketing play for T-Mobile to partner with Southwest and offer free in-flight WiFi for everyone. I expect that you’ll see an ad for T-Mobile in the process of getting connected.
While I expect that we will eventually see all airlines offer this, I am a bit surprised to see it come from Southwest Airlines in a year in which they have cut out free bags, free seat selection, and begun making flight credits expire. This latest move stands in contrast to the profit-maximization we’ve seen as of late, though perhaps T-Mobile was willing to pay enough for this to be an inexpensive offer. Keep in mind that you do need a Southwest Rapid Rewards frequent flyer account, so be sure to sign up before you get off the ground so you can get connected right away on your next flight after October 24th.
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This leaves a grand total of ONE benefit which anyone who gets a credit card can get WITHOUT flying 50 segments every year- 2 free drinks!
I don’t know what management is thinking, but I can’t be the only best customer or theirs who’s been flying that many times loyally for decades who is never going to pay for another SWA flight again.
When my large stash of never expiring flight credits and miles is used up, I will be earning my status on AS from now on. And, they don’t even serve all of my regular destinations!!!!
Herb would not be happy.