That’s one way to further boost your subscriber numbers: Apple told users of its iTunes Radio service Friday afternoon that they will have to subscribe to Apple Music’s paid subscription tier to access the service in the near future. Apple will put iTunes Radio behind the Apple Music paywall on January 29, according to Buzzfeed.

Apple first launched iTunes Radio as a free, ad-supported service in 2013. The service closely competed with Pandora, allowing users to skip songs and tweak their personalized streams. iTunes Radio also offered genre stations, and supported its free streaming with advertising. Users who paid for Apple’s iTunes Match service have been able to listen to iTunes Radio without advertising.

Going forward, personalized and genre-based radio streams will only be able to users who pay for an Apple Music subscription, for which Apple offers a 3-month free trial. Only its Beats1 radio program, which doesn’t include the ability to skip songs, will be available outside of the paywall.

The move comes as Apple reverses course on the advertising business on multiple fronts. Also on Friday, the company told developers that it won’t be selling ads within mobile apps as part of its iAd network anymore. App publishers will have to instead make use of third-party mobile ad networks, as Apple will be shutting down the iAd network by the end of June.