Last Updated on September 23, 2025
Earlier this month Southwest Airlines announced that they would be offering free inflight WiFi for all Rapid Rewards members. This is will be made possible through a partnership with T‑Mobile. The new free WiFi will be rolled out October 24, 2025, so we still have about a month until it is implemented.
This is part of Southwest’s plan to double down on customer experience, with Tony Roach, Executive Vice President and Chief Customer & Brand Officer, stating in a press release: “We are focused on making sure our Customers have a great experience from the time they book a flight to the time they reach their destination… This is part of our ongoing commitment to elevate the cabin experience, with free WiFi being just one of the many enhancements Customers will see in the months ahead.”
Southwest will join Delta and JetBlue, in offering free wiFi to passengers, something that is shifting to be the industry standard. Onboard WiFi enhances customer experience by allowing them to stay in contact with loved ones, surf the web, or get some work done.
I think this is a good move by Southwest. It helps them bring value back to customers who are still upset with their decision to move away from their two free bag policy. It will be interesting to see what other cabin experience enhancements will be coming. With the open seating policy being discontinued in 2026, Southwest is moving away from what historically set the brand apart. Future cabin enhancements they implement will be key as they look to distinguishing themselves from the legacy carriers they will now be directly in competition with.
