The wireless company giveaways continue as AT&T Inc. introduces a plan to offer its ad-supported version of HBO Max free to its cricket wireless customers who sign on for $60-a-month unlimited service plans.

Starting Friday, cricket pay-as-you-go customers who opt for the top-tier plan will get the $10-a-month HBO Max streaming service at no additional charge, Bloomberg reported.

AT&T, which led the industry in new subscriber growth in the second quarter thanks in part to phone giveaways, now wants to reach into the subprime, prepaid market to extend its streak in customer gains.

Competition for prepaid customers is about to heat up, as American carriers try to lock in young and low-credit customers who, over time, may become more lucrative postpaid subscribers.

Verizon Communications Inc. is acquiring TracFone, the largest U.S. prepaid brand, for $6.9 billion. Dish Network Corp. is promising a bold relaunch of its popular Boost Mobile brand in the fourth quarter, with offers aimed at postpaid customers.

Dangling streaming services to lure customers into higher-priced plans has become standard practice in mobile. AT&T, which owns HBO Max and TV shows like  “The White Lotus” and  “Game of Thrones”, already gives the $15 premium service at no cost to its Elite unlimited plan subscribers.

Something that Indian telcos too do to retain and attract new customers. For example, postpaid VodafoneIdea consumers are offered a free plan of Disney+Hotstar streaming service, while the Vi app bundles for free select programmes from other streaming platforms like hoichoi, ZEE5, VOOT and Lionsgate.

Similarly, Airtel gifts its postpaid customers of certain subscription plans a year of Amazon Prime Video. Even State-controlled BSNL at one time marketed its fixedline broadband plans by dangling an annual free access to Amazon Prime Video.