As a cell phone plan, Yahoo Mobile seems pretty straightforward — there’s just one pricing tier, where you pay $39.99 per month for unlimited calls, data and mobile hotspot usage.

But you may be wondering why Yahoo is getting into the phone business. It makes more sense when you recall that Yahoo is owned by Verizon, as part of the Verizon Media business. (Verizon Media also owns TechCrunch.)

Verizon has also spun out a startup called Visible, which also offers unlimited cell service for the same price.

And Yahoo Mobile basically sounds like the Visible service, albeit with the additional feature of a pro Yahoo Mail account. It even offers Visible insurance plans and the same financing through Affirm for people who want to purchase a new Pixel 4, iPhone 11 or iPhone XS. And it includes the same caveats, namely being U.S.-only and coming with the possibility of throttling your data, plus a speed limit of 5 Mbps on the mobile hotspot.

In the official announcement, Verizon Media CEO Guru Gowrappan said:

With the launch of Yahoo Mobile, we are continuing to evolve our business by bringing a new, personalized Yahoo experience to the market that feeds our users’ passions, and also attracts new audiences. Combining the strengths of Verizon’s assets in wireless, technology, and media will enable us to deliver a valuable consumer offering and experiences that give people more of what they want.