AT&T is kicking off its own version of "sponsored content."
The wireless carrier announced Monday that it plans to let businesses and developers cover the cost of data charges for specific apps and videos so customers can access these services for free.
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The program, which AT&T has dubbed "Sponsored Data," officially launched Monday, and customers will likely see more data-free offerings later this quarter. However, there's a catch: The option is only available to 4G customers at the moment.
In its announcement, AT&T compared the option to toll-free 1-800 numbers and free shipping for ecommerce sites. In theory, businesses will be able to use this to promote their products and services on mobile devices.
As for how customers will be able to tell if something is sponsored, AT&T CEO Ralph de la Vega says to look out for a "Sponsored Data icon," indicating that the app or content is covered.
Image: Justin Sullivan/Getty