Verizon Wireless is launching a nationwide loyalty program this week for its 100-million-plus subscribers. The catch, though, is that to earn points for every dollar spent, subscribers must consent to have their movements tracked, at least temporarily, so the company can help target ads that match their interests.

Verizon is the first wireless carrier to introduce a comprehensive rewards program. Jeffrey Nelson, vice president of wireless marketing, has suggested that even the limited rollout thus far has helped with customer retention.

The program is known as Smart Rewards, and it is tied into Verizon Selects, which uses subscribers’ surfing and location data to better target ads they see on the phone.

In order to take advantage of the Smart Rewards program, enrollment in Selects is mandatory. Verizon says that the program doesn’t give any personally identifiable information to advertisers. Customers will also earn points for every dollar spent on wireless service, as well as for upgrading to smartphones and recycling old phones. The points can be used for discounts on hotel rooms, car rentals and products from a Verizon catalog.