Verizon backs off on controversial data throttling plan set to begin in October

A little competition’s a good thing.

According to The Verge, a statement from wireless carrier Verizon stated that the company will not be throttling 4G LTE data speeds for users grandfathered in to unlimited data plans, while at the same time announcing a buffed data plan promotion.

In July, Verizon announced plans to expand its “network optimization” initiative, which amounts to throttling data speeds for subscribers with unlimited data plans when the telco’s 4G LTE network is congested. The enhanced policy was set to go live in October.

Verizon Wireless won’t be throttling the LTE speeds of its remaining unlimited data customers after all. In an eleventh hour reversal, the largest U.S. carrier has just announced that it’s “decided not to move forward with the planned implementation of network optimization for 4G LTE customers on unlimited plans.”

The plan to start slowing down the heaviest users of LTE data on unlimited plans was set to go into effect this month. Verizon stirred a ton of anger and unrest when it announced it would be expanding its network optimization/throttling practices to cover LTE data in July. Apparently all that customer feedback — and harsh criticism from FCC Chairman Tom Wheeler — proved overwhelming and convinced Verizon to rethink things. Wheeler has issued a statement on Verizon’s change of heart, saying “I salute Verizon Wireless’s decision. This is a responsible action and I commend Verizon’s leadership on this issue.”

Verizon’s decision comes as the US wireless industry is suddenly experiencing a jumpstart in competition. The top three major carriers — Verizon, AT&T, and Sprint — have doubled the amount of data included with their shared plans for a limited time, and T-Mobile is still aggressively trying to recruit new customers through its Uncarrier initiative.