The American telecom giant AT&T is charging customers an additional $29 a month to keep their browsing habits private from marketers, according to the Wall Street Journal:

“AT&T debuted its 1 gigabit-per-second service . . . and rolled it out Tuesday in Kansas City, Mo. But the service comes with a hitch: The company tracks users as they surf the Web. Customers who want to keep their browsing habits to themselves can pay a fee to opt out of being monitored.”

The new service costs $70 a month without the $29 monthly privacy add-on.

AT&T says on its website it can offer consumers a lower price by using what a customer searches for and the websites they visit to serve custom ads. The ads might show up online, in an email or through direct mail, the company says.

An AT&T spokeswomen told the Wall Street Journal: “We can offer a lower price to customers participating in AT&T Internet Preferences because advertisers will pay us for the opportunity to deliver relevant advertising and offers tailored to our customer’s interests.”