AT&T introduces toll-free access concept in wireless data

It's the first major cellphone company to create a comprehensive service for sponsored wireless access in the U.S. The service is likely to face considerable opposition from public-interest groups that fear it could discourage consumers from exploring new sites that can't afford to pay carriers for traffic.

AT&T is trying to forestall critics by announcing that one of the first customers for the service is a startup: Aquto, which has an app that rewards users with extra data if they watch ads or download specific apps.