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 will start charging passengers for checked luggage and sell basic economy tickets, as the maverick airline becomes more like its rivals.

Southwest Airlines will stop offering two free checked bags to most customers. The curtailment of one of the airline’s signature offerings — “Bags Fly Free” is listed as a company trademark — comes as it has faced investor pressure to boost profits.