ABILENE, Texas, Oct. 7, 2011 /PRNewswire/ -- Despite recently announced new fees from some other banks, First Financial Bankshares, Inc. (NASDAQ: FFIN) today announced its commitment to keeping debit cards free of monthly charges. "Debit cards are extremely popular with our customers and with merchants, and we have no plans to start charging a monthly fee for use of these cards," said F. Scott Dueser, Chairman, President and CEO. "Free debit cards are just part of a highly competitive package of banking services we offer our customers, including free online banking, free online bill payment and the choice of a free personal checking account." About First Financial Bankshares Headquartered in Abilene, Texas, First Financial Bankshares is a financial holding company that operates 11 separately chartered banks with 53 locations in Texas, stretching from Hereford in the Panhandle to Huntsville, north of Houston. The Company also operates First Financial Trust & Asset Management Company, N.A., with seven locations and First Technology Services, Inc., a technology operating company. With more than a century of tradition, First Financial Bankshares is nationally recognized as a top-performing and financially secure banking company providing superior products, excellent service and personal attention. The Company is listed on The NASDAQ Global Select Market under the trading symbol FFIN. For more information about First Financial Bankshares, please visit our website at http://www.ffin.com and follow us on Twitter at http://www.twitter.com/First_Financial. Certain statements contained herein may be considered "forward-looking statements" as defined in the Private Securities Litigation Reform Act of 1995. These statements are based upon the belief of the Company's management, as well as assumptions made beyond information currently available to the Company's management, and may be, but not necessarily are, identified by such words as "expect", "plan", "anticipate", "target", "forecast" and "goal". Because such "forward-looking statements" are subject to risks and uncertainties, actual results may differ materially from those expressed or implied by such forward-looking statements. Factors that could cause actual results to differ materially from the Company's expectations include competition from other financial institutions and financial holding companies; the effects of and changes in trade, monetary and fiscal policies and laws, including interest rate policies of the Federal Reserve Board; changes in the demand for loans; fluctuations in value of collateral and loan reserves; inflation, interest rate, market and monetary fluctuations; changes in consumer spending, borrowing and savings habits; and acquisitions and integration of acquired businesses, and similar variables. Other key risks are described in the Company's reports filed with the Securities and Exchange Commission, which may be obtained under "Investor Relations-Documents/Filings" on the Company's Web site or by writing or calling the Company at 325.627.7155. Except as otherwise stated in this news announcement, the Company does not undertake any obligation to update publicly or revise any forward-looking statements because of new information, future events or otherwise.