While Verizon offered a sneak peak of Motorola’s new flagship smarpthone during a presentation last week, it’s AT&T that will be the exclusive carrier of the customizable version of the Moto X. 

AT&T today announced plans to offer both the customizable Moto X from Motorola, as well as the standard Moto X, which will be offered by other carriers. 

Motorola is using the customization of the phone itself as a differentiator in market crowded by multiple models from Samsung, as well as Apple’s iPhone. 

Using a the Motorola “studio” website, AT&T customers will be able to select: color options for the front and back of the device; accent colors for the power key, volume key and camera ring; add their name or short message on the phone; pick unique wallpapers; and pick between a 16GB and 32 GB model. 

Customers with other carriers will only be able to choose between black and white. 

The LTE-capable Moto X features a 4.7-inch 720p AMOLED display, 2GB of RAM, 2,200 mAh battery, NFC, 10-megapixel Clear Pixel rear camera and a 2-megapixel front-facing camera.

The 16GB model be priced at $199 with a two-year contract on AT&T, Sprint, T-Mobile, US Cellular and Verizon, while AT&T will get exclusive rights to the 32GB model, which will go for $249.