Wi-Fi will be free to those who sign up for Alaska’s Atmos Rewards. A partnership with T-Mobile means the carrier's customers can skip the ads; everyone else will have to sit through a few.

For the past three years, Elon Musk has steadily elbowed his way into the booming market for in-flight Wi-Fi, with his Starlink service signing up blue-chip carriers from Air France to Qatar Airways to United Airlines.

Alaska Airlines is planning to equip its planes with Starlink Wi-Fi, and make the service free for members of its new Atmos Rewards program.