Google is increasing the prices for its popular Simply Unlimited plan, but only for accounts with three or more lines of service. The price hikes, which go into effect April 4th for existing customers, represent a significant jump from the current rates and will undoubtedly be felt by larger families relying on Google’s wireless service.

The Simply Unlimited plan, introduced in 2021, has been a hit with Google Fi subscribers seeking an unlimited data option without breaking the bank. For a flat monthly rate, users get unlimited talk, text, and data within the U.S. plus healthy allotments for hotspot usage and international roaming. But those attractive bundled rates are going up for groups.

Here’s a look at the new pricing structure for Google Fi’s Simply Unlimited plan:

• 1 lines: no changes (still $50 per month)
• 2 lines: no changes (still $80 per month)
• 3 lines: $90 per month (previously $80)
• 4 lines: $100 per month (previously $80)
• 5 lines: $125 per month (previously $100)
• 6 lines: $150 per month (previously $120)

Individual and two-person accounts are spared, with pricing remaining at $50 and $80 per month, respectively. Google also notes that any accounts with “long-term promotions or financed devices” activated before March 5, 2024, will maintain their current rates until those commitments expire.

The search giant justifies the price increases as necessary “to continue delivering high quality product offerings and features” for the Simply Unlimited service. No changes were announced for Fi’s Flexible or Unlimited Plus rate plans.

The arrival of this news likely comes as an unwelcome surprise to Google Fi customers who have enjoyed years of competitive, straightforward pricing from the wireless provider. While unlimited plans from the major carriers continue to rise, Google previously sought to undercut them on value. These latest hikes narrow that gap.

The pricing shift also calls into question the long-term viability of Google’s uniquely flexible Fi network, which blends connectivity across carriers and WiFi hotspots. Unlimited plans are major profit drivers for wireless companies, and Google may be feeling the need to realign its consumer offerings accordingly.

Families impacted by the changes have until April 4, 2024, to explore their options or prepare for the higher monthly bills. For now, Google maintains its Simply Unlimited pitch offers the smart way to stay connected.