T-Mobile has a new strategy to lure in more smartphone customers, launching a new program called "Smartphone Equality" that would ditch credit checks.

Wireless carriers are constantly competing against each other and launching attractive deals and promotions, but many people cannot even take advantage of them. That's because those deals are accessible to consumers with excellent credit scores, whereas more than half of Americans have a less-than-perfect score.

Under this new Smartphone Equality program, T-Mobile wants to include even those with bad credit scores, giving them access to the best deals without performing credit checks. The catch, if you may, is that customers have to pay their wireless bill on time for 12 consecutive months for T-Mobile to ignore the credit check and offer them attractive deals that are typically reserved for those with perfect credit scores.

"Here's one of the wireless industry's dirtier little secrets - half of Americans can never get the deals the industry spends billions shouting about," T-Mobile's John Legere said in a press release on Thursday, Jan. 22.

According to the post, 63 percent of Americans have a less than perfect credit scores, which means they are not "well-qualified" to take advantage of the best deals wireless customers have to offer.

T-Mobile wants to change that with its new Smartphone Equality program, promising to no longer take bad credit scores into account as long as customers pay their bill on time for a full year.

"With today's announcement, every T-Mobile customer who's paid their wireless phone bill on time for 12 straight months will qualify for our best device pricing on every smartphone and tablet we sell - including zero down with no interest and no credit check. This new approach puts the relationship we've built with loyal customers above their credit scores. It's a simpler, saner way to evaluate credit - our history with you. And it's more effective. Because the simple truth is that our relationship with that customer is actually a better predictor of future behavior than their credit history," Legere explains.

"Ultimately, this initiative will lower the barrier for millions more Americans to get a smartphone - the most transformational technology in our lifetime. At a time when mobile connectivity is sweeping the globe, the United States ranks a miserable 13th in the world in terms of smartphone penetration - behind a dozen countries including Australia, Ireland, Israel and Saudi Arabia among others. There are more than 100 million Americans who don't have a smartphone according to data from Pew Research and the US Census Bureau. That's 100 million too many."

For more details about this exciting new Smartphone Equality program, check out the video below.