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The 'Uncarrier' is out with campaign to get its competitors to eliminate the fees that are charged when a customer goes over their allotted voice minutes, text messages, or data.

T-Mobile

T-Mobile wants the industry to drop the practice of overage fees.

Capping off a flurry of news, T-Mobile CEO John Legere said he was kicking off a campaign to abolish the the fees that are charged when a customer goes over their allotted voice minutes, data, and text messages. T-Mobile largely eliminated them with its Simple Choice plans, which offered unlimited voice and text messages, and data that was throttled.

T-Mobile is up and roaring after a relatively quiet few months, unveiling a series of new programs designed to entice consumers to make the switch and needling its competitors along the way. As the No. 4 nationwide carrier, the company has had to put on a brash face to garner attention and combat its larger competitors' more extensive marketing reach.

Legere said he was committing to ending overage fees to all of its customers on consumer plans.

'The Un-carrier is eliminating one of the most widely despised wireless industry practices for all of our T-Mobile customers on consumer plans,' he said. 'And I'm also laying down a challenge to my counterparts at AT&T, Verizon and Sprint, to do the same.'

This latest move is a direct call to action its three rivals. The campaign includes a petition at Change.org.

Spokesmen for the three carriers weren't immediately available to comment.

The carrier kicked things off on Wednesday with its $40 Simple Starter plan, a budget offering for people with basic phones or who use limited data. The main selling point was a plan that capped off at 500 megabytes, with no overage fees (a customer has the option to buy more data). It then added a free 1 gigabyte of data each month to tablet customers for one year (customers who are also on a voice plan pay $10 a month after 12 months, while customers who aren't on a plan pay $20).

Despite teasing three consecutive days of announcements, T-Mobile took a break on Friday for the launch of the Samsung Galaxy S5.

'It's a strong statement not to f@#& around with our market,' T-Mobile CEO John Legere said in an interview with CNET on Wednesday.