Popular image sharing service Imgur has celebrated its sixth birthday with an announcement that they will be dumping their Pro service, and making the previously paid features available for all users for free.

In a blog post the company said they’ve “decided that you’re the one who deserves a gift [hence] we’re phasing out Pro subscriptions…and making the Pro features completely free for every Imgur user!”

The features previously only available for $2.95 a month or $24 a year include:

• Unlimited image storage in a users account
• multiple thumbnail options on all uploads
• full access to a complete image analytics and referrer data
• the ability to manage, edit or delete any uploaded image at any time
• the ability to “interact with the awesome Imgur community through commenting, voting and sharing”

Existing users of Imgur Pro will be entitled to a pro-rata refund.

Of note is one feature that won’t be coming across from the Pro version is ad free viewing; Imgur now intends to fund the business entirely on advertising.

Relying on advertising alone is an interesting move at a time in the tech space where advertising rates continue to drop relative to an excess of inventory, and small scale freemium style ad-ons such as Imgur Pro have become commonplace.

Best know as providing images for Reddit, Imgur as a site itself has actually built up a unique community of commenters, voters and sharers independently. Investors like its direction as well, with Imgur raising $40 million in April 2014 from investors including Andreessen Horowitz, and, unsurprisingly, Reddit.