AT&T is launching a prepaid cellphone service - Aio Wireless - offering wireless service to 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's debut follow's T-Mobile's decision in March to move away from contract-based plans to appeal to more consumers.