As announced last September, Canon US has revealed the conditions of the new Canon Professional Service program, aimed to professional photographers.
Three levels are defined of which first one is free, while the others cost 100 $ and 500 $. Requirements are not very different than before: 2 pro DSLR and 3 lenses - they call "pro lenses" but in the list you can find a lot of non L series lenses, so this requirement is easily matched.
Of course benefits increase with level: short repair turnaround, equipment loan, free clean & check, and so on.
All details available at this link.