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(Reuters) — While most U.S. cellphone plans center around voice services and include data as an extra and often pricey frill, Sprint’s Beyond Talk offer promises unlimited texting and Web surfing for $25 a month but limits phone calls to 300 minutes a month. The plan, which kicks off May 12, is a part of a new Sprint strategy to hone in on narrow segments within the fiercely competitive prepaid cell market where customers pay for calls in advance without having to commit to long-term contracts.

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