By Marissa Keane, Science and Technology Reporter-Associated Civic News Bureau, San Francisco
SAN FRANCISCO (AP) — A major technology company announced Tuesday that it will introduce a paid customer service option that guarantees access to a human support agent, months after eliminating its phone support lines entirely.
The company, NexaCore, said the new offering, called Human Support Plus, will cost $29.99 per month for individual users and more for business accounts. Subscribers will be able to speak with a live representative by phone or video, bypassing the company’s automated chat system.
NexaCore phased out phone-based customer service last year, citing efficiency gains from artificial intelligence tools. Since then, users have relied on chatbots and self-service help pages to resolve account and billing issues.
In a statement, NexaCore said the new tier responds to “user demand for expanded support options” while preserving the company’s “AI-first service model.”
“We believe automation should handle the majority of routine requests,” the statement said. “For more complex needs, Human Support Plus offers an enhanced experience.”
Consumer advocates criticized the move, arguing that access to human assistance should not require an additional fee.
“Charging customers to talk to a person is a troubling trend,” said Laura Kim, a policy analyst at the Digital Rights Center. “Many users are already paying subscription fees. This turns basic service into a luxury.”
Online forums and social media platforms have been filled with complaints since the phone lines were removed. Users reported being locked out of accounts, unable to resolve billing errors, or stuck in repetitive chatbot loops.
NexaCore said most issues are resolved through automated systems and claimed customer satisfaction scores have remained stable. The company did not release independent data to support that claim.
Industry analysts say the move reflects a broader shift across the tech sector, where companies are reducing labor costs by replacing support staff with AI-driven tools. Some firms have quietly reintroduced limited human support after backlash, often through premium plans.
“This is likely a test,” said Marcus Feld, a technology analyst with Redwood Research. “If people pay, other companies will copy it. If they do not, firms may double down on automation.”
Human Support Plus will launch next month in the United States, with international availability planned later this year. NexaCore said standard users will continue to have access to automated support at no additional cost.