The price of Twitter Blue increased by 66% this week, meaning subscribers will now pay $4.99 per month for access to its premium features.

Elon Musk, who is currently trying to back out of acquiring Twitter, stated back in April that he thought Twitter Blue is too expensive and shouldn't show subscribers ads. Clearly Twitter doesn't agree and believes existing subscribers (and new ones) will be happy to pay $2 more every month for the service.

The Twitter Help Center describes those who paid $2.99 per month for Blue until now as early adopters, before going on to confirm the price increase across all regions where Blue is available (US, Australia, Canada, New Zealand). If you're already a subscriber, there's a short reprieve as the price increase won't happen until October. New subscribers will pay $4.99 immediately, though.

No explanation for the price rise has been given beyond stating in an email sent out to existing subscribers that it, helps us continue to build some of the new features you've been asking for, improve upon the current ones you already love and sustain our mission of supporting journalism.

Paying for Twitter Blue unlocks access to a number of premium features including ad-free articles, bookmark folders, custom app icons, themes, custom navigation, top articles, reader mode, and the ability to undo tweets. Many existing Blue subscribers and anyone considering signing up will today be asking themselves, is it worth it?