Changes in user behavior of usage of wireless services from a mobile device are encouraged in order to effect shaping of traffic and utilization patterns among a plurality of cells within a rate plan region, wherein a discount indicator disposed in said mobile device is provided to notify a user of a discount available for consuming wireless service from a given cell. A geo-cost policy is established for that user or mobile device in which rules and conditions according to the available discounts and class of service are defined. A service completer queues services and automatically completes queued services upon present conditions meeting said geo-cost policy rules, such as delaying and later delivering messages when the mobile device is relocated to a cell where discounts are being offered.