Systems and methods for providing incentives to prepaid customers of mobile devices, such as customers of services for mobile devices (e.g., voice, text, and/or data services) provided by a telecommunications carrier, in order to retain these customers, are described. In some embodiments, the systems and methods include a renewal event module that accesses information associated with a renewal event performed by a mobile device customer of a current prepaid service plan, a reward determination module that determines a reward to provide to the mobile device customer in response to the a renewal event performed by the mobile device customer, and a reward provision module that provides the determined reward to the mobile device customer. Further details are described herein.