What are ding fares?

[Lizzie]

I read a lot about people waiting for ding fares on Southwest? What is this? Any info on getting cheaper tickets would be great.

[LauraF]

Ding! is a special program you can download from the Southwest website which alerts you to special fares that are only available to those with the Ding! program. (You've probably heard the commercials . . . there's a ding noise and then people do crazy things to get to their computers to get the fare.) They are limited time only fares so book 'em or lose 'em.