AT&T is introducing a new pilot loyalty program called AT&T Plus, with the hope of keeping its most important customers loyal by showering them with special offers and preferential service. We received AT&T documentation from a source detailing the new trial scheme, which is beginning to roll out to customers in Colorado, Minneapolis, and Houston that meet the (as yet) unknown criteria. Perks of the scheme appear to be somewhat limited at present, with AT&T offering a preferential number (1-855-ATTPLUS) for customer service enquiries, waived upgrade fees, waived activation fees (second line only), and 25 percent off non-Apple accessories.

At least one member has been welcomed to the program with a $10 Starbucks card, although it's not clear if this offer will be extended to every new member. All told, there are a pretty tame set of benefits on offer here but hey, it's a free program. We'll bring you more on the rollout and criteria for entry to AT&T Plus as and when the details come in.

Update: Here's AT&T's official statement on the program:

We’re trialing a pilot loyalty program, called AT&T Plus, with a select group of our wireless customers to get their feedback on their interest in this type of program and the benefits they’d like to have from us. Right now, this is only a trial, but based on what our customers tell us, it may be something we look to roll out more widely in the future. It’s an example of our ongoing efforts to deliver a great experience for our customers.