Hulu has officially changed the name of its paid tier: The online video service informed paying subscribers via email early Tuesday morning that Hulu Plus would now simply be known as Hulu. The email read, in part:

“We’ve had a blast with our old friend Plus but it’s time to move on. We just wanted to let you know that we are retiring the Hulu Plus name. From now on, we will just be known as Hulu. No “Plus.””

This comes after executive officially announced plans of the name change at the Hulu NewFronts in April. The new name, which will be used for Hulu’s free and ad-supported videos as well as its paid tier, is supposed to simplify things, and make it easier for the company to more directly compete with Netflix and others.

It also signals how important paid subscriptions have become for Hulu: The service now has close to 9 million paying subscribers, and subscription fees have become a major part of Hulu’s business.

But it looks like getting rid of the plus may take a little longer: At the time of writing, the Hulu website still featured the Hulu Plus logo, and apps on Google Play and the iTunes app store also still used the old moniker.