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Hello again! Actually, the way it works is once you call to change your plan it's done right away and the changes take effect instantaneously or you can set the change in plan to take place at a future date of your chosing like at the end of your billing cycle. You can change plans as often as you like at no charge and I've actually done it several times in one day and verizon never even blinked an eye at it.
I've never done it via the menu on my phone but I suspect you could easily go into My Verizon on your phone and do so. I have either called verizon to change the plan or I've done it right from the web site. Simply log into My Verizon . . . My Services tab . . . and then select My Plan from the menu on the left . . . right in the middle of the page is a link to change your plan 
