For a long time companies have been able to have toll-free phone numbers where they pay for the costs of the phone call so customers will feel more comfortable calling without having to worry about charges. AT&T is now talking about a plan that could see it allowing app developers do the same thing for data charges racked up using their apps.
AT&T claims that there is interest from companies to use the feature to capture the interest of consumers. This seems like a very strange thing to me, data is much more expensive today than a phone call. I can certainly see developers of the popular app paying out huge sums of money for data traffic.
This plan comes a time when AT&T is trying to force people away from unlimited data plans to tiered plans were it can make more money. I could see this being popular for subscription applications for news content. However, I don't see any developer of apps that are in use frequently wanting to pay for the data traffic generated.