What just happened? Yahoo parent company Verizon Media on Wednesday announced a new wireless service that looks to capitalize on consumers’ familiarity with the Internet pioneer.

Yahoo Mobile , powered by Verizon’s nationwide network, affords unlimited talk, text and data, unlimited mobile hotspots in which you can connect a single device to at a time, ad-free e-mail with Yahoo Mail Pro and 24/7 customer service, all for $39.99 per month.

As is the case with most other carriers, Yahoo / Verizon reserve the right to slow data speeds when the network is congested. Furthermore, mobile hotspot speeds are capped at 5 Mbps.

The price isn’t bad but if you’re thinking this all sounds a bit familiar, well… you’d be right. Yahoo Mobile appears to be little more than a rebranding of Visible , another mobile service operated by Verizon. The two offerings utilize nearly identical websites – heck, Yahoo Mobile even offers insurance coverage through Visible Protect .

Verizon, if you recall, purchased Yahoo a few years back for $4.48 billion after scooping up another web pioneer – AOL – for $4.4 billion in 2015. The acquisitions were an obvious misstep, one that forced Verizon to write down $4.6 billion in late 2018. It’s clear that Verizon is still trying to capitalize on the Yahoo brand name but a late-to-the-game mobile service probably isn’t the answer.

Yahoo Mobile is available as of writing for users in the US and is compatible with both Android and iOS devices.