AT&T Launches amiGO Jr. Kids Phone to Strengthen Family Ecosystem

AT&T Inc. (T) has introduced the amiGO Jr., a smartphone designed specifically for children, featuring built-in parental controls. Co-developed with Samsung and managed through AT&T’s amiGO app, the device is priced at $2.99 per month, positioning it as a competitive alternative to specialist kids-phone brands like Gabb and Pinwheel.

The launch marks AT&T’s direct entry into the kids’ phone market, a segment traditionally dominated by niche players. Erin Scarborough, head of mass market product management at AT&T, emphasized the growing demand for tools that help parents navigate their children’s digital safety. The carrier aims to leverage this product to reinforce customer retention amid intensifying competition in the U.S. wireless sector.

AT&T’s stock closed at $27.31 on Friday, reflecting a 0.33% gain, though it dipped slightly in premarket trading. Year-to-date, shares are up 11.23%, underscoring the company’s strategic push beyond traditional wireless services.