You could already pick up pre-paid cell phones at Walmart, but now the mega-chain has taken it to a new level by introducing the first cell phone plan under its own branding with billing at the end of the month.
The new service will run on T-Mobile's USA network and include unlimited calling and texting for $45 per month for the first line, and $25 for each additional line.
"What we saw as an opening in the marketplace for a really bringing family savings and a family plan and T-Mobile was a great partner there," said Greg Hall, vice president of merchandising at Walmart U.S.
There won't be any contract requirement or early termination fees attached to the service when it launches next week, though subscribers will have to pay for the phone. The cheapest available will be a Nokia cell phone for $35, with four other models to choose from, including the Motorola Cliq XT smartphone, which will sell for $249.