Facebook tweaked its slogan on its homepage earlier this month, drawing attention to how users' perception of the social media giant may be changing. .

"It's free and always will be," said the introductory message on Facebook's sign-up page, which had stayed that way for nearly a decade.

But since August 7, Business Insider first reported Tuesday, the welcome tagline has been switched to "It's quick and easy."

Notably, it's the first time since 2008 that Facebook does not say that the service is free on its homepage.

Mark Bartholomew, a professor of intellectual property and cyber law at the University at Buffalo, said that the change may have come "because of public sentiment."

"The public," he said to USA TODAY, "no longer sees Facebook as 'free' — that rings hollow now."

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"It's almost a cliché to say that you are the product, but everyone now realizes that Facebook tracks you and beams ads to you. It's not a public service."

A Facebook spokesperson told USA TODAY the social media website will always be free of charge. The spokesperson added Facebook's products, including landing pages, are refreshed regularly.

The spokesperson also referred to the website's terms of service, which say Facebook and products covered under its terms are free.

The company doubled down on the social media service being free in 2010, when it tweaked its slogan from "It's free and anyone can join."

The switch came amid a viral hoax that circulated in 2009 on the platform, warning users that they would have to pay for a subscription service unless they posted a message on their walls.

As of Tuesday, a Facebook help page still says it is free.