Southwest will start charging customers to check bags, launch basic economy tickets in a bid to drive up revenue.

Southwest Airlines will start charging passengers to check bags for the first time. It’s a stunning reversal that shows the low-cost pioneer is willing to part with a customer perk executives have said set it apart from rivals in more than half a century of flying in hopes of increasing revenue.

The changes include bag charges, more restrictions and fewer points for basic economy, expiration dates on credits, and dynamic pricing for point purchases.