Beats Music on Tuesday launched its streaming service in the U.S., with iPhone users being the first to get access to a mobile application – the iOS application is already available for download from the App Store. Beats Music will offer users unlimited access to more than 20 million tracks as well as support for online and offline playback, and social network integration for $9.99 per month after a 7-day free trial period.

The new service heavily advertises personalized playlists, allowing users to customize their music according to their preferences for “whatever” they’re doing during the day. However, an ad-supported free version is not available. Instead, Beats Music proposes only AT&T subscribers a $14.99 per month special deal for family plans, which will let up to five users stream music to up to 10 devices. AT&T subscribers can also take advantage of an exclusive 90-day free trial offer before having to pay for the service.

The Beats Music streaming service will also be available on Android and Windows Phone devices, as well as computers.