T-Mobile is getting rid of data limits for new customers, while making unlimited data plans cheaper.

People will no longer need to hold back on using data on smartphones, but those who haven't been using that much data could wind up paying more for unlimited data they don't need. This comes as AT&T and Verizon have recently raised the prices on some plans while giving customers more data.

Existing customers can keep their plans, but it's not immediately clear whether they will be able to make changes in the future without going unlimited.

The cost of an unlimited plan for one person is dropping to $70 from $95 a month for customers who don't mind DVD-level video quality. Those who want HD-quality video pay an extra $25 a month.