Starting Wednesday, AT&T will be including a free subscription to HBO to any customer with its Unlimited Plus wireless plan.

This is the latest move on AT&T’s part to lure in customers as the carrier wars have been heating up. Nearly every other carrier offers a comparable unlimited plan. Now it’s about throwing in more incentives beyond unlimited data, and a free subscription to HBO, which alone runs $15, is a pretty sweet perk.

HBO will be available to any new or existing customer with AT&T’s Unlimited Plus data plan. The incentive will also be available to anybody subscribed to an AT&T video service (not named HBO) and customers who already subscribe to HBO through one of AT&T’s video services (DirecTV, DirecTV Now, U-verse TV) will be credited within their next three bills before actively receiving HBO for free.

AT&T is also offering a free $25 monthly video credit to Unlimited Plus customers on any AT&T service and the ability to connect a tablet or other device.

The deals keep coming

In the grand scheme of things, this isn’t costing AT&T anything. It’s just locking customers into its services more. AT&T’s $85.4 billion purchase of Time Warner (which hasn’t been approved yet) includes HBO, so AT&T nearly owns the cable channel. This means AT&T is essentially offering one of its services for free to its customers.

That just puts more pressure on Verizon, T-Mobile and Sprint to step up their unlimited plans with more incentives, and the customers keep on getting better deals.