AT&T and DIRECTV customers brace for end of free Max credit this February

AT&T customers who have long enjoyed a free subscription to Max (formerly HBO Max) as part of their qualifying wireless or broadband plans are now facing an unwelcome change. A recent email from DIRECTV confirmed that, starting as early as February 27, 2025, AT&T will no longer provide the Max credit, meaning customers will have to start paying the full market rate to continue their access.

For years, AT&T bundled HBO Max (now just Max) as a free perk with some of its premium wireless and broadband plans. This credit was applied directly to customers’ DIRECTV bills, essentially covering the cost of the streaming service. But come February 27, that credit will disappear, and affected customers will need to pay out-of-pocket to keep watching their favorite shows and movies.

According to DIRECTV’s message, users will still have access to Max, but now the cost will be added to their bills unless they choose to cancel the service. Customers were directed to check their billing statements for the current credit amount and prepare for the upcoming changes.

AT&T and DIRECTV users were taken by surprise, with some questioning what this means for their accounts. Several longtime AT&T customers recalled that they had switched to certain unlimited plans under the promise of free HBO “for life” and are now wondering what happened to that commitment. Others initially misunderstood the change, fearing they would lose access to the Max app entirely — but later clarified that they could still log in via AT&T credentials, just without the subsidy from DIRECTV.

Adding to the intrigue, some DIRECTV users reported receiving pop-up offers for a free Gemini device — a $120 value — after clicking through the link provided in the email. This limited-time promotion appears to be DIRECTV’s way of softening the blow, allowing customers to stream Max via their TV service with ease.

AT&T has been making strategic shifts away from its entertainment business for some time. After spinning off WarnerMedia and merging it with Discovery to create Warner Bros. Discovery, AT&T’s direct involvement with Max has significantly diminished. The removal of the Max credit seems to be another step in simplifying its offerings and potentially cutting costs.

For DIRECTV, this also signals an adjustment in its approach to content perks, with the company now positioning Max as an add-on rather than an included benefit. While this may seem like a cost-cutting measure, it’s more likely part of a broader shift toward encouraging standalone streaming subscriptions rather than bundling services with traditional pay-TV packages.

DIRECTV has directed customers to visit directv.com/maxbenefit for more details on how to continue enjoying HBO Max through their service.

If you’re an AT&T customer who’s been enjoying Max for free through DIRECTV, here’s what you need to consider before February 27, 2025:

1. Check your bill to see how much the Max credit currently covers.

2. Decide if you want to keep Max — if so, expect an additional charge on your bill at the market rate.

3. Explore alternatives — some users are already considering switching to other wireless providers that may offer streaming perks.

4. Claim the Gemini device offer — if you’re a DIRECTV customer, this might be a small silver lining to help with Max access.

While this change is undoubtedly frustrating for many, it’s a reminder that streaming perks tied to phone or TV plans aren’t always permanent. For those affected, now might be the perfect time to reevaluate their subscriptions and see if a different provider — or even just a standalone streaming subscription — makes more sense in the long run.