Southwest will start charging passengers for checked luggage and sell basic economy tickets, as the maverick airline becomes more like its rivals.

The carrier announced Tuesday that it will begin charging certain passengers to check their luggage on flights, a significant shift at the company long prized by consumers for its perks.

Dallas-based Southwest Airlines deflected some backlash and threw some shade at the Dallas Mavericks on social media amid the public response by the airline to end its "two bags fly free" policy.