Are you implying that it is more than other phones on ATT? Or are you asking why it is more than the texting plan that you have? Not sure that I understand the question. It isn't more than the other phones. I have the same unlimited plan that I had with my Bold. The price hasn't gone up.
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The only thing that pissed me off about the iPhone texting unlimited plan is that it cost $20 a month just like the other unlimited texting plans that included MMS and IM. If only we could get refunds.