Donald Trump has launched a mobile phone service and $499 gold smartphone, the latest monetization of his presidency by a family business empire now run by his sons.

The Trump Organization unveiled Trump Mobile on Monday with a $47.45 monthly plan – both the service name and price referencing Trump as the 47th president. The company will also sell a gold-cased “T1” smartphone in September etched with the American flag.

The venture will be headed by his sons Donald Jr and Eric Trump, who took over the company after Trump transitioned to his second presidency. The mobile service joins Trump-branded watches, sneakers and Bibles as products capitalizing on his political brand, with the Trump sons indicating that more is to come.