Over the next few days, Verizon will begin testing sponsored data, which is the equivalent of toll-free calls for Internet access.
The so-called sponsored data, as the term implies, is paid for by a third party. This allows consumers to gain access to certain online content without eating into the data cap of their respective subscriptions.
"The capabilities we've built allow us to break down any byte that is carried across our network and have all or a portion of that sponsored," said Marni Walden, executive VP for Verizon.
The carrier is currently working with only a few partners for the testing of sponsored data, but Verizon said that by next year, the feature will be made available to all interested companies at a rate that is deemed affordable.
"We'll be out in a larger commercial way in the first quarter of 2016," said Walden.
Verizon's sponsored data is similar to a project that rival AT&T has been developing for a couple of years, but that project remains within limited testing. In October, AT&T launched a "data perks" program which gave customers access to 1GB of additional data for their accounts by signing up for trials or by viewing certain offers.
Sponsored data as the digital evolution of toll-free calls could benefit both companies and consumers. It enables carriers to continue providing services, lets content providers reach more users and allows customers to access more content without worrying about exceeding their data caps.
However, a criticism on the concept is that only the bigger companies will be able to team up with carriers to provide sponsored data, as it may be cost-prohibitive for small companies to participate in.
According to The Verge, sponsored data will distort the market for Internet access as it is blatantly against what net neutrality stands for. While net neutrality stands for the idea that Internet service providers should not be able to decide what is important on the Internet and how to access it, sponsored data offers a pay-to-play scheme that benefits larger and richer companies.
