We analyze quantum communication properties of phase-covariant channels depending on their degree of non-unitality. In particular, we derive analytical formulas for minimal and maximal channel fidelity on pure states and maximal output purity. Next, we introduce a measure of non-unitality and show how to manipulate between unital and maximally non-unital maps by considering classical mixtures of quantum channels. Finally, we prove that maximal fidelity and maximal output purity increase with non-unitality and present several examples. Interestingly, non-unitality can also prolong quantum entanglement and lead to its rebirth.