- Verizon released this teaser last week: "Project 624. All about the customer. Coming soon."
- That led to all kinds of speculation – some good, some not so good — about what Verizon’s got cooking
- They got our attention. Now we wait
Seven words and one number. That’s all Verizon is saying about Project 624.
"Project 624. All about the customer. Coming soon." That’s about all we know for sure based on Thursday’s cryptic post from Verizon Consumer Group CEO Sowmyanaryan Sampath on social media. And we’re falling for it, writing about what Verizon wants us to write about because it piqued our interest.
Of course, like any good stunt, it could backfire. This Reddit thread is so full of snark, one has to wonder why anyone would choose to be a Verizon customer. Then again, it also raises some intriguing questions. Like, is Project 624 a reference to the numbers 624 on the phone’s keypad, representing MAI, i.e., some kind of mobile AI? Or is it a throwback to Chicago’s 1970s song, “25 or 6 to 4”?
Who knows?! Verizon didn’t respond to a request for more information. So in the spirit of the game, we reached out to a handful of analysts to get their take on what’s going on.
Maybe it’s just a date
Recon Analytics founder Roger Entner pointed out that Project 624 was announced on April 24, leading us to believe Verizon’s 624 is going to be announced on June 24. The significance of that date? We’re not entirely sure, although one analyst noted the number’s meaning in numerology. Apparently, 624 is known as an “angel number,” which carries a spiritual message believed to be sent by angels or the universe. Who knew?
Others pointed out the long lead time – and not in a customer-friendly way. “If you’re making a customer announcement … teasing customers with a two-month wait for an ‘all about the customer’ announcement isn’t terribly customer friendly,” quipped IDC analyst Jason Leigh via email with a “wink” emoji.
Jeff Moore, principal at Wave7 Research, said Project 624 “will only be a little better than Project 623.”
A phone app? Or something else?
Jokes aside, Moore noted that Verizon lost 289,000 postpaid phone customers in Q1 2025, and “something needs to be done.” His guess is Verizon will do something with a phone app that could involve some combination of AI and customer support.
Another possibility? Verizon could try to start addressing real customer pain points. For example, it could actually answer phone calls to Verizon retail stores with in-store reps, rather than routing calls to an off-site customer service desk. Wave7 has reported for five years now that it’s impossible to get someone at a Verizon corporate store to answer the phone. (Oh, the irony of a phone company not answering the phone is lost on no one.)
“I’m aware that Verizon has call centers, but it would be useful in many ways to have the option of calling any Verizon store you’d like,” Moore said.
A page from T-Mobile’s playbook?
It’s possible Verizon is taking a page out of T-Mobile’s “un-carrier” playbook. According to Moore, T-Mobile identified numerous problems in the wireless industry and set out starting to address them back in 2013 – and it worked.
“T-Mobile went from being the #4 player in U.S. wireless to being on an equal footing with Verizon and AT&T, while offering the best 5G network,” he remarked. “Now, that was an evolution.”
To be sure, whatever Verizon is up to, its obvious intention is to shine the light on itself and away from its rivals AT&T and T-Mobile. Verizon and T-Mobile especially have a history of going at it. Early last week, T-Mobile dropped its “5-year price guarantee” on the same day Verizon announced its Q1 earnings. On Thursday, Verizon released its “Project 624” teaser right about the time T-Mobile was announcing its Q1 results.
Tit for tat. What do you think Verizon is doing with Project 624? Send an email to [email protected] and let me know. Who knows? Maybe we’ll all figure it out before June 24.