Mobile App Pricing: Subscriptions and Paywalls
Most successful apps now earn through subscriptions sold on a paywall. Pricing an app means choosing plans and trial length, designing the paywall, and accounting for the app store’s share of every payment.
How should you price a mobile app?
Most apps should offer a free download with a subscription on a paywall: an annual plan as the recommended option, a monthly plan as the anchor, and often a free trial. Price after the app store’s fee: Apple and Google take 15 to 30% depending on your program, revenue and how long the subscriber has paid.
What do Apple and Google take?
Both stores take a share of in-app purchases and subscriptions, and the rate depends on your size and the subscriber’s tenure. The table summarizes the rates on the date checked; rules differ in some regions, including the EU, UK and US from mid-2026, so check your market.
| Situation | Apple App Store | Google Play |
|---|---|---|
| Standard, subscriber’s first year | 30% | 15% on auto-renewing subscriptions |
| Subscriber after one year of paid service | 15% | 15% |
| Small business program (under $1M in proceeds or revenue) | 15% | 15% on the first $1M a year |
See Apple auto-renewable subscriptions, Apple Small Business Program and Google Play service fees.
What does a good paywall look like?
A good paywall states the benefit, shows two or three plans with the recommended one preselected, makes the trial terms and renewal price clear, and offers an easy way to continue. The mock-up shows a fictional fitness app.
- Adaptive training plans
- Offline workouts
- Progress insights
Should you offer a free trial?
Offer a free trial when the app’s value shows up with use, such as fitness, learning or productivity apps. Apple supports three introductory offer types: free trial, pay as you go at a discount, and pay up front for a set period. Keep the trial long enough to reach the first result, and make renewal terms impossible to miss.
Price after the store’s cut.
Your revenue is what’s left after Apple or Google. Set prices, and trial lengths, with that number in mind.
Weekly, monthly or annual plans?
Annual plans usually improve retention and cash flow, and a monthly option makes them look good value. Weekly plans can lift early revenue but often churn fast and attract complaints if the price per year is hidden. Test plan mix and price with real users; see how to test pricing and pricing psychology.
Frequently asked questions
How much does Apple take from app subscriptions?
30% in a subscriber’s first year and 15% after a year of paid service; 15% for Small Business Program members.
How much does Google Play take?
15% on auto-renewing subscriptions, and 15% on the first $1M a year for other purchases.
Should my app have a free trial?
Yes if value appears with use. Keep the trial long enough to reach a first result.
Annual or monthly subscriptions?
Offer both: annual as the recommended plan, monthly as the anchor.
What should a paywall include?
The benefit, two or three plans, a preselected recommended plan, trial terms and the renewal price.
What introductory offers does Apple support?
Free trial, pay as you go at a discount, and pay up front for a set period.
Sources & further reading
App store fees and pricing rules come from Apple, Google and the US FTC, checked on the date shown. Research is named with its source and year.