Verizon launches Yahoo Mobile phone service

Verizon is launching a Yahoo-branded mobile phone service called Yahoo Mobile in an attempt to use consumers’ total apathy toward familiarity with the Yahoo brand to kickstart a new wireless provider.

Yahoo Mobile works off of Verizon’s network and offers only one plan: unlimited LTE data for $40 per month, plus throttled tethering and a subscription to Yahoo Mail Pro. It’s a good price; Verizon charges $65 per month for a prepaid unlimited plan, and AT&T charges $45 per month.

If this all just feels like a lazy attempt to recycle the Yahoo brand, well, it gets worse: Yahoo Mobile is basically just a rebranded version of Visible, which is another spinoff phone service operated by Yahoo. The singular plan is the same, their websites match up beat for beat, and Yahoo Mobile even offers Visible’s phone insurance plan under Visible’s name.

Verizon closed its purchase of Yahoo close to three years ago. The deal included the Yahoo brand and major web services like Flickr and Tumblr. But Verizon was mainly interested in Yahoo’s ad technology, and it’s done little with Yahoo. Both Flickr and Tumblr have since been sold off, and Yahoo’s biggest announcements have been payouts for data breaches.

Spinoff carriers like Yahoo Mobile and Visible let Verizon diversify its business and test out new ways of selling wireless service. Verizon isn’t exactly a beloved brand, but Visible has hip branding and a simple pricing structure — something that might appeal to younger customers. Yahoo Mobile offers another take on that, just with the extremely appealing added perk of… subscription Yahoo Mail.