The notification of a rate increase and of the new rate, referred to in section 90.3(f) of this Part, shall be delivered or mailed by the lending institution to a customer who is primarily liable on the open-end account no less than 25 and not more than 60 days prior to the effective date of a rate increase; provided, however, that if the open-end account provides for a monthly billing cycle, the notification may be delivered or mailed with the periodic statement for a monthly billing cycle, to become effective after the close of the next monthly billing cycle. In the case of new customers who apply for an existing variable rate open-end account within 30 days of the time that the lending institution will increase the rate on the account but where the lending institution will not be able to provide the required written notification, the increase in the rate and the new rate shall be disclosed to the applicant prior to opening the account.