AT&T launches a smartphone for kids that's really for parents

• AT&T debuted a smartphone designed for children called the amiGO Jr. Phone.
• Parents can use an app to set safety features, including location sharing and pre-approved contacts.
• Parents have raised concerns over the impact of social media and screen time on kids' mental health.

AT&T is hoping to entice parents concerned about screentime with a smartphone designed for children. Whether children will be enticed is another question.

The telecommunications company debuted the amiGO Jr. Phone on Friday. The company says it will give parents greater control over how their children interact with smartphones. The rollout also featured the new amiGO Jr. Watch 2.

"Putting customers at the center of our business means anticipating what comes next — not just responding to what already exists," Erin Scarborough, the senior vice president of Revenue Management & Commercialization at AT&T, said in a press release. "As smartphones become a daily necessity, parents have made it clear they need better tools to help their children navigate the digital world safely."

After purchasing the smartphone, parents can download an app that allows them to set several safety features. They include location tracking, up to 30 pre-approved contacts, established safe zones, customizable controls for each device, and "schedules to limit distractions during school hours."

The app can also implement safety features on AT&T's amiGO Jr tablet, which the company released in 2024.

AT&T collaborated with Samsung to build the smartphone's hardware. The smartphone costs $209.99.

Parents vs. smartphones

In the age of smartphones, parents have raised concerns over the tech's impact on children's and teens' mental health.

A 2025 study from the Centers for Disease Control and Prevention found that teenagers who had higher non-schoolwork-related screentime were more likely to have "adverse health outcomes," including irregular sleep routines, depression symptoms, anxiety symptoms, and insufficient peer support.

Access to social media on smartphones is also a concern. Over a dozen attorneys general filed lawsuits against TikTok in 2024, accusing the social media platform of targeting young users with addictive algorithms and features. Meta, which owns Facebook, Instagram, and WhatsApp, has also faced legal action over the platform's potentially harmful impact on young users.

As a result, parents have sought different ways to navigate the complex technology landscape. Some parents have invested in products like Gabb, a kid-friendly smartphone, while others have purchased landline phones created for children. Dumb phones, which don't have social media and other advanced app functions, have emerged as another option.

A growing number of young folks are also ditching smart devices as part of a movement embracing real-life connections and a healthy relationship with technology.

"I feel like I've spent so much of my early life glued to a screen. I find it particularly addicting and incredibly dangerous," a Gen Z woman told Business Insider in 2025. "I think we need to be worried about the repercussions this will have on both individuals and society."