Premium users on X, formerly Twitter, can now hide their likes from the public by making the tab disappear entirely. The new feature can be enabled through preference settings.

The feature appears to be aimed at attracting new patrons to X’s premium membership, especially as the company’s advertising revenue in the US has declined by 60%. X CEO Elon Musk appeals to users who don’t want their followers to judge them based on their tweet likes.

Read: WhatsApp denies report that platform is exploring ads

Premium membership costs $8/month or $84/year which gives users early access to new features and receiving a verified blue check.