Southwest boarding: Pay $40 to be first

Want to board first on a Southwest Airlines flight? Now you can pay $40 for the privilege.

Currently, passengers can ensure they board first by buying a special business class ticket or joining a loyalty program. Under the new plan everyone will have that option if spots are available.

Passengers will be able to pay at the gate starting 45 minutes before a flight leaves.

Facing higher fuel and other costs, airlines have sought to boost revenue in a variety of ways, including charging extra to check a bag or sit next to a loved one.