AT&T knows that its competitors are making changes to their wireless data plans in order to attract new customers. Friday, AT&T announced it has made some changes of its own to its data plans and is also adding some new perks, CNet reports.

AT&T unveiled new Mobile Share Value plans. Some of these plans will lower the cost of data and others will give more data without increasing the price per month. AT&T is also adding free calls and texts to Mexico and Canada, a feature already offered by Sprint and T-Mobile.

Earlier in the week, AT&T used its new partnership with DirecTV to offer a special promotion. For a limited time, current AT&T U-verse and DirecTV customers who switch their wireless provider to AT&T will receive up to $500.

AT&T and Verizon are the two biggest wireless carriers in the U.S., but they are seeing fierce efforts by Sprint and T-Mobile to lure in more customers. T-Mobile and Sprint are actively reducing their prices and offering more data. T-Mobile has been successful and has been consistently adding new subscribers, and Sprint is seeing more customers giving them a chance. AT&T knew that it had to respond by adjusting its data plan prices.

AT&T is replacing its $70 per month plan, which offered 6 GB per month of data, with a plan that will cost $50 per month and includes 5 GB of data. The 20 GB data plan has been reduced to $140 per month, a $10 reduction from its former price.

AT&T's most popular plan is the one that offers 10 GB of data for $100 per month. That plan will now offer 15 GB of data, but will remain at the $100 per month price. Finally, a brand new data plan offers a massive 25 GB of data for $170 per month. AT&T says the 25 GB plan is great for businesses with multiple lines.

According to MacRumors, AT&T is still offering its two year service contracts at some locations, but most customers will be encouraged to sign up for AT&T Next plans, which have customers paying off their pricey smartphones in monthly installments.