AT&T Inc. (T) Stock: Launches amiGO Jr. Kids Phone To Lock Families Into Its Ecosystem

TLDR

• AT&T launched the amiGO Jr., a kid-focused smartphone with built-in parental controls
• The device is co-developed with Samsung and managed through AT&T’s amiGO app
• Pricing starts at $2.99 per month, undercutting many specialist kids-phone rivals
• AT&T is targeting rivals like Gabb and Pinwheel with a carrier-backed solution
• T stock trades near $27 as AT&T expands beyond traditional wireless services

AT&T Inc. (T) is pushing deeper into family-focused wireless products with the launch of the amiGO Jr. Phone, a smartphone designed specifically for children. The stock closed at $27.31 on Friday, up 0.33%, before dipping to $27.09 in premarket trading. With shares up 11.23% year to date, AT&T is using product expansion to reinforce customer retention as competition in U.S. wireless intensifies.

AT&T Inc., T

AT&T Steps Into The Kids’ Phone Market

The amiGO Jr. marks AT&T’s direct entry into the kids’ phone segment, a market traditionally dominated by specialist brands rather than major carriers. AT&T says the device is purpose-built for children and families, rather than a standard smartphone modified after purchase.

Erin Scarborough, who leads mass market product management at AT&T, said parents want better tools to help children navigate the digital world safely. The carrier is positioning the amiGO Jr. as the first kid-specific smartphone launched directly by a major U.S. network, signaling a more aggressive push into family-centric devices.

Why A Carrier-Built Kids Phone Matters

AT&T argues many parents feel stuck between handing down a full-featured smartphone or buying a limited device that feels outdated. Internal research cited by the company shows 60% of parents with children under 12 see a phone as a safety necessity. Around 70% prioritize emergency calling and location tracking over entertainment features.

Broader data support that concern. Pew Research Center reports that 95% of teens have access to a smartphone, with nearly half online almost constantly. Common Sense Media data shows screen use spikes sharply between late elementary and middle school years, increasing demand for guardrails at earlier ages.

Built For Control From Day One

The amiGO Jr. is built on Samsung hardware and wrapped in AT&T’s parental-control software. The default experience focuses on calling, messaging, and location sharing. Access to app stores and social platforms is restricted unless parents approve them.

Management happens through the free AT&T amiGO app on a parent’s Android or iOS device. Parents can set screen time windows, approve downloads, and make changes remotely. Features include real-time location tracking, Safe Zones with arrival and departure alerts, and school-hour schedules designed to reduce distractions.

This approach mirrors tools like Apple Screen Time and Google Family Link, but AT&T bundles the controls at the carrier level with network support, financing, and a curated setup that simplifies onboarding.

Pricing And A Watch Option For Younger Kids

AT&T priced the amiGO Jr. Phone at $2.99 per month on installment with no trade-in required. The carrier also introduced the amiGO Jr. Watch 2 at the same monthly price, aimed at younger children not ready for a phone.

The updated watch adds tougher construction, messaging, simple games, and a rewards feature meant to reinforce positive habits. The pricing undercuts many niche competitors that charge higher monthly fees once hardware and service are combined.

Taking Aim At Gabb And Specialist Rivals

The launch puts AT&T in direct competition with brands like Gabb Wireless, Pinwheel, and Bark, which built followings around stripped-down devices and customized software. Major carriers have focused mainly on kids watches, such as Verizon’s Gizmo, rather than kid-specific phones.

AT&T’s retail footprint, device financing, and customer support could reshape the category. If features like school modes or curated app lists expand, rivals may need to lean harder into ecosystem depth rather than simple content blocking.

What Parents Should Consider

Families weighing a child’s first phone should consider privacy, data storage, and parental consent standards, especially for children under 13. Experts also stress that devices work best alongside clear family media plans and consistent routines.

For AT&T, the amiGO Jr. is less about hardware margins and more about ecosystem lock-in. With T stock showing steady long-term returns and outperforming the S&P 500 year to date, the company is betting that family-focused products can support growth and retention in a crowded wireless market.

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