Texas has electricity consumption of $24 billion a year, the highest among the U.S. states. Its annual consumption is comparable to that of Great Britain and Spain, and if the state were an independent nation, its electricity market would be the 11th largest in the world. Texas produces the most wind electricity in the U.S., but also has the highest Carbon Dioxide Emissions of any state.[2] As of 2012, Texas residential electricity rates ranked 31st in the United States and average monthly residential electric bills in Texas were the 5th highest in the nation.[3]
One of the benchmarks of a successful free market is the range of choice provided to customers. Choice can be viewed both in terms of the number of firms active in the market as well as the variety of products those firms offer to consumers. In the first decade of retail electric deregulation in Texas, the market experienced dramatic changes in both metrics. In 2002, residential customers in the Dallas-Fort area could choose between 10 retail electric providers offers a total of 11 price plans. By the end of 2012, there were 45 retail electric providers offering 258 different price plans to residential customers in that market.[9] Similar increases in the number of retail electric providers and available plans have been realized in other deregulated electricity market areas with the state.
Recently, several retail electricity suppliers and brokers have begun incorporating the words “power to choose” in online advertising, web URLs, and web content that is indexed by search engines. This could skew the search results for consumers entering the term “power to choose,” directing them to websites run by brokers and suppliers rather than by the PUCT.

The Electric Reliability Council of Texas (ERCOT) does it for you. When you sign up for a plan with a new provider, ERCOT will send you a mailer confirming the switch. You have three days upon receiving the mailer to change your mind. If you don't, you'll have a new provider within seven days, and ERCOT will notify your old provider. Just remember, if you abandon a contract before it's complete, you will be on the hook for any fees or penalties detailed in its Terms of Service.
According to a typical economic theory, prices are optimally determined in a fair and transparent market, and not by a political or academic body. In deregulation of electricity markets, one immediate concern with pricing is that incumbent electricity providers would undercut the prices of new entrants, preventing competition and perpetuating the existing monopoly of providers. Thus, the SB7 bill introduced a phase-in period during which a price floor would be established (for incumbent electricity companies) to prevent this predatory practice, allowing new market entrants to become established. New market entrants could charge a price below the price to beat, but incumbents could not. This period was to last from 2002 to January 1, 2007. As of 2007 Texas investor owned utility affiliates no longer have price to beat tariffs.[4]
One of the newest and most exciting things we’ve introduced into the market is a strategic partnership with Amazon, allowing us to offer customers in Texas new fixed-rate electricity plans that include an Amazon Echo Dot. Our Power on Command and Weekends on Command plans  offer protection from seasonal price fluctuations, plus an Echo Dot to manage all your smart home needs. Our Alexa Skill adds even more convenience, giving you the power to access and manage your Direct Energy account using voice commands.
The Public Utility Commission (PUC) has a website to help you find and compare all the electricity plans and providers in your area. Visit www.powertochoose.org or call 866-PWR-4-TEX (1-866-797-4839).  You can filter your options based on your usage, your preferred plan type, and several other factors. Once you’ve chosen the retail electricity provider that best suits your needs, you can sign up directly from their website.
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