Last week Yahoo introduced the new Yahoo Mail to help its 225 million users get more organized with a faster, more personalized and streamlined email experience, reports TechCrunch. The redesigned Yahoo Mail includes more robust search functionality by contact name, date or keyword; colorful themes, stationary, emojis and GIFs, and views to organize content like photos and documents visually. Also, Yahoo Mail will launch more quickly and use less memory to make it more reliable and agile for developers, TechCrunch says.

But wait, there’s more. Along with the redesign, Yahoo has launched an ad-free, premium version of Yahoo Mail called Yahoo Mail Pro, available on desktop and mobile. For $3.49 a month, or $34.99 a year, users can get an ad-free experience on their desktop as well as priority customer support. Mobile-only users can use the ad-free email app for $0.99 per month or $9.99 a year.

Recently acquired by Verizon and combined with AOL to form Oath, Yahoo may have a shiny, new email app and 225 million users, but it also has a history of security breaches. In December 2016, Yahoo disclosed that more than 1 billion accounts had been hacked by an unauthorized third party in August 2013. Prior to that, Yahoo disclosed that data from at least 500 million accounts had been stolen, reports CNN Tech.

These data breaches did more than cause potential harm to Yahoo Mail users. They also caused the company to have to reduce its sale price by $350 million to Verizon, making the final asking price $4.5 billion.

The launch of the new and improved Yahoo Mail comes just days after Google’s announcement that it will abandon its practice of scanning user email for the purposes of targeted advertising. In a June 23 blog post, Google announced that consumer Gmail content would no longer be used or scanned for ad personalization.

“This decision brings Gmail ads in line with how we personalize ads for other Google products. Ads shown are based on users’ settings. Users can change those settings at any time, including disabling ads personalization. G Suite will continue to be ad free,” said Diane Greene, senior vice president of Google Cloud.

“The value of Gmail is tremendous, both for G Suite users and for users of our free consumer Gmail service. Gmail is the world’s preeminent email provider with more than 1.2 billion users,” Greene wrote. “No other email service protects its users from spam, hacking, and phishing as successfully as Gmail…G Suite customers and free consumer Gmail users can remain confident that Google will keep privacy and security paramount as we continue to innovate.”

Insider Take:

The release of Yahoo’s upgraded Mail product comes right after the closing of its sale to Verizon, which makes sense. Why not start out on a positive note with an improved product? Google’s announcement, however, almost trumped Yahoo’s own release. The two companies are direct competitors, particularly for the email business, and Google took the opportunity to remind its users that privacy and security are of the utmost importance. Ouch. The timing is unfortunate for Yahoo, of course, but Google played a solid hand.