Popular video streaming service YouTube has started a new paid feature called Super Chat. A twin sided razor, it will allow popular streamers to make more money by allowing fans to pay for the feature, and in return, will put their messages in the spotlight by pinning them right at the top.

According to Barbara MacDonald, Product Manager YouTube, “Anybody watching a live stream can purchase a Super Chat: a highlighted message in the chat stream that stands out from the crowd to get even more of your favorite creator’s attention. And Super Chats remain pinned to the top of chat for up to 5 hours, giving more airtime for your messages.”

This, according to Barbara, will help the conversation become more meaningful. It will allow fans to get up close with their favorite Vloggers and personalities. Other than that, it will allow content creators an opportunity to generate revenue in the process. Super Chat has been introduced by YouTube along with a few creators such as Great Library (buzzbean11), Alex Wassabi and iHasCupquake. The company has added that the official launch of the feature for creators will be on January 31 in 20 countries and viewers in more than 40 countries.

The introduction of Super Chat will ring the Death bell for Google’s older platform, ‘Fan Funding’. The not so successful service will stop accepting new sign-ups today, but can continue to be used on enabled channels until February 28, when it will be discontinued for good.