For calls you used to get a pleasure with a set amount of minutes, such as 200, 500, and 1000 per month. Most carriers let you "roll over" unused minutes and typically anything after 9pm didn't count. Though I remember cingular offering 7pm as the unlimited time if you paid an extra fee (don't remember the cost).
Slowly larger plans, then unlimited became more normal. I can of remember it becoming more cost effective the same time more people were getting internet through cable or dsl, instead of dial up. So 2002-2005ish?