ALPHARETTA, Ga. (AP) — AT&T is expanding in the prepaid wireless niche with the launch of a new brand — Aio Wireless.

The new subsidiary will offer nationwide wireless service to value-conscious customers interested in unlimited talk, text and data plans without an annual contract.

Aio launches Thursday in select stores in Houston, Orlando, Fla., and Tampa, Fla. AT&T plans to roll out the service in multiple markets across the U.S. over the next year. The company will offer three rate plans ranging from $35 to $70 a month.

Aio follow's T-Mobile's decision in March to move away from contract-based plans to appeal to more consumers.