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Upgrade rip-off to get on Unlimited plan

We have been customers for over 20 years and paid over 50K to Verizon. We want to upgrade to Unlimited plans for 3 phones. The price of each plan will be $20 more than what a new customer will pay per month. $60 more than a new customer. Why do we have to pay for a new customer's discounts when we have been with Verizon over 20 years?