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T-Mobile US Inc. (NASDAQ: TMUS) recently targeted the senior part of the population with new deals for people 55 and older. While it is a sort of age discrimination, the plans are among a long list of financially favorable treatments to the aged given by American companies.

Under the programs:

The Un-carrier just did it again — eliminating a huge pain point for a generation of rule breakers that gave us the Mobile Era. T-Mobile (NASDAQ: TMUS) CEO and President John Legere just announced T-Mobile ONE™ Unlimited 55+, giving Americans age 55 and up the wireless they truly deserve. Starting August 9, qualified customers can get two lines of T-Mobile ONE — America’s best unlimited on America’s best unlimited network — for just $60, taxes and fees included, with Autopay. And that comes with unlimited talk, text and 4G LTE data along with great T-Mobile ONE benefits, making T-Mobile ONE Unlimited 55+ the best deal — hands down — for today’s modern, mobile adults age 55+. It’s such a sweet deal that we’re checking IDs!

T-Mobile’s array of special deals has helped the company. The new promotion for older Americans is only the latest. T-Mobile has an arrangement by which it will pay off phone costs for people who had service with other carriers. The deal is done via a prepaid card. The carrier recently launched a family plan that includes four lines for $40 each. T-Mobile says taxes and fees are included.

T-Mobile has had great success with its versions of tiered-price strategy. It has continued to take market share from rivals AT&T Inc. (NYSE: T), Verizon Communications Inc. (NYSE: VZ) and Sprint Corp. (NYSE: S). It passed Sprint to become the third largest carrier in the United States. In the June quarter, T-Mobile added 1.3 million net subscribers. That was the 17th quarter in a row in which it added over a million subscribers.

So far this year, T-Mobile shares are up 11%, while AT&T and Verizon are each off nearly 9%. The old people plan likely gives T-Mobile another way to walk off with new customers.