Southwest Airlines, long beloved for its no-hidden-fees approach, has sent shockwaves through its loyal customer base by announcing the end of its cherished free checked bag policy. For many, this change feels like a betrayal of the airline's core promise of "transfarency."

The Texas-based carrier revealed on Tuesday that the shift is part of a broader strategy to drive revenue growth and meet shareholder expectations. While the exact fees for the first two checked bags remain undisclosed, the third bag fee stands at $150, according to the airline's website.

Starting May 28, only Rapid Rewards A-List Preferred members and Business Select fare customers will continue to enjoy two free checked bags. Meanwhile, Rapid Rewards credit card members will get one free checked bag, and all other travelers will have to pay for both. This marks a dramatic departure from Southwest's longstanding "bags fly free" mantra.

Predictably, the backlash has been swift and loud. Social media erupted with complaints, with many customers expressing disillusionment and even vowing to take their business elsewhere. One Reddit user lamented, "This was literally the last reason I still flew Southwest. Now it's just Spirit with different colors." Another called it the "nail in the coffin" for their loyalty to the airline.

Travel industry expert Gary Leff didn’t mince words, describing the move as a significant departure from Southwest's original values. "For five decades, Southwest has been a pioneer and a maverick. They’ve announced that legacy has ended," Leff told Fox News Digital. He also pointed out that this change could erode the airline's competitive edge, as it no longer offers a distinct value proposition compared to other carriers.

Interestingly, while some customers are incensed, others seem resigned to the new reality of air travel. "Sure this sucks, but like everyone has already pointed out, they’re like every other airline now," one user commented. Another added, "It’s going to come down to the cheapest fare and most convenient route for me. Based on my home airport, it’s likely going to still be Southwest."

Leff noted that the changes extend beyond baggage fees. Southwest is also rolling out basic economy fares without pre-assigned seating, reducing points-earning rates on cheaper tickets, and introducing fees for seat assignments on higher fare classes. Additionally, while they plan to add extra legroom seating, it will come at the cost of legroom in standard seats. These adjustments, combined with the absence of seat-back entertainment and fast Wi-Fi, may make the airline less appealing to travelers accustomed to such amenities.

In Leff’s view, Southwest is relinquishing its unique position in the industry to chase a model that leaves it competing at the bottom. "Southwest Airlines is giving up its competitive differentiation while positioning itself at the bottom of the industry for the model they’re chasing," he concluded.

For now, the skies may remain friendly, but for many loyal Southwest customers, this latest policy change has left turbulence in its wake.

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Southwest Flyers Outraged as Airline Ends Free Checked Bag Policy: 'Nail in the Coffin'