The carrier announced Tuesday that it will begin charging certain passengers to check their luggage on flights, a significant shift at the company long prized by consumers for its perks.

Southwest Airlines is doing away with its longstanding policy of two checked bags for free for all passengers. The Dallas, Texas-based carrier on Tuesday announced it will begin charging some customers for checked bags.

Southwest Airlines will begin charging customers a fee to check bags. It's a significant change for the budget carrier, which built years of advertising campaigns around its policy of letting passengers check up to two bags for free.