If you're not one of the 94 million Americans who have a cell phone, the incessant barrage of attractive wireless offers may make you wonder why you're still searching for that pay phone on the corner.

Cellular ads everywhere tout thousands of free minutes, free options such as call waiting, and even free phones. Wireless deals and promotional offers get more plentiful every day. BellSouth now lets customers roll over unused minutes. AT&T is throwing in 200 extra minutes free with certain plans.

But don't be fooled: Cell phone plans are still pricey. "Overall rates are tumbling, but only for people who need a large bucket of minutes," said Mark Cooper, director of research for the Washington, D.C.-based Consumer Federation of America.

Most cellular plans are no bargain compared with conventional phone service, which typically offers free local calling and long distance rates for less than 10 cents a minute. Consumers have to sign up for high-end plans, more than $80 a month, to get per-minute rates for 10 cents or less. For plans in the $25 to $35 range a month, expect to dish out 30 cents or more on average per minute, according to Point.com (www.point.com), a Website that offers consumers comparisons of all the cell plans throughout the United States.