X, the social media site run by Elon Musk, is raising the price of one of its main subscription plans for new users, effective today.

X has had a tumultuous few years since Musk acquired X as Twitter in 2022. One of the most talked about introductions was a new subscription plan to make the site more profitable. The infamous Blue Tick was a feature that in the past was introduced to verify the identity of users and was free as long as certain steps were taken. However, in 2022, X revealed that users would need to sign up for one of its subscription plans to receive the ticks.

In a recent post on its help page, X revealed that the price of the Premium Plus subscription will increase. Meanwhile, the annual fee for Premium X Plus will go from $168 to $229.

Current subscribers will have until January 20, 2025 to pay the new rates, while new subscribers will have to start paying them today.

These are fairly hefty increases, but X defends them on three key points: first, Premium Plus will be completely ad-free. Second, users will have access to new features such as Radar and Grok AI. Finally, the new fee will help support X's Creator Program by shifting its revenue sharing model. The new fees will contribute to “a new, fairer system where creator revenue is linked to the overall value they bring to X, rather than to ad impressions.”

We have, of course, seen quite a bit about X in the news, but most of the focus has been on the capabilities of its new AI model: the Grok. One of the most significant additions is the new Grok Aurora image generator, which aims to create lifelike images; compared to Gemini, Grok has an edge thanks to its ability to create lifelike images.

Price increases are never a good thing, and while these are quite high, it will take time to see if they affect the number of people who want to subscribe.

If you find it a bit difficult to get past Euron's latest changes, take a look at our top 5 Twitter alternatives to try instead.