Leap Wireless International Inc. (LEAP) threw a few more features into its core service plan as it looks to keep pace in the increasingly competitive prepaid race.

Late Monday, the San Diego discount wireless provider - which operates in the market as Cricket - tacked on services such as unlimited wireless Web, directory assistance and email access to its plans, bringing them into parity with MetroPCS Communications Inc.'s (PCS) moves from Thursday. The changes underscore the increasing pressure to offer new bells and whistles - if not price cuts - to lure consumers looking for the latest deal.

"I think it certainly makes us more competitive," said Greg Lund, a spokesman for Leap.

Leap shares lost a penny to $24.95 in after-hours trading, while MetroPCS was unchanged at $12.41. Both companies saw their shares fall Thursday after MetroPCS unveiled its new features.

While Leap declined to comment specifically on the competition, Lund acknowledged that it is a tough environment. In addition to Leap and MetroPCS, Sprint Nextel Corp.'s (S) Boost Mobile has come in with its flat-rate $50 plan and seen a large influx of customers. America Movil SAB de CV's (AMX) Tracfone is experimenting with a nationwide $45 plan under Straight Talk, which uses Verizon Wireless' vaunted network. Verizon Wireless is jointly owned by Verizon Communications Inc. (VZ) and Vodafone Group PLC (VOD).

Prepaid service, where people pay ahead of time for the minutes they use and aren't tied into a long-term contact, has surged in popularity as consumers look for ways to cut their expenses. With the wireless industry maturing, the low end of the market is seen as one of the pockets of growth.

As interest in this segment ramps up, so do the efforts to win over customers. Leap's $40 plan gets unlimited Web access, directory assistance, and the ability to roam for free within the company's network and roaming partners. The $45 plan also gets unlimited email, data backup and 30 minutes of roaming from anywhere in the country.

Leap and MetroPCS have a disadvantage in the lack of nationwide coverage. While Leap and its roaming partners provide access that stretches from coast to coast, it isn't considered true nationwide access. Rivals, however, are able to offer the ability to make a call from anywhere in the U.S.

-By Roger Cheng, Dow Jones Newswires; 212-416-2153; roger.cheng@dowjones.com