A hard paywall blocks the app until the user starts a trial or subscribes. A soft paywall lets users use some features for free and asks them to upgrade later. Hard paywalls often convert more installs to trials in apps with a clear, immediate promise, such as fitness programs or education. Soft paywalls suit apps that need habit or trust first. Test both, judging revenue and retention over time.
What a hard paywall is
A hard paywall appears during or right after onboarding and requires a trial or purchase to continue. Users who do not pay cannot use the core app.
It works when the store listing and onboarding have already convinced users of the value, and the app's promise is clear from the start.
What a soft paywall is
A soft paywall gives free access to part of the app and shows upgrade prompts at natural moments, such as when users reach a limit or try a premium feature. Users can dismiss it and keep using the free version.
It suits apps where value builds over time, and freemium models covered in freemium vs paid pricing.
Conversion trade-offs
Hard paywalls typically convert a higher share of installs to trials quickly but lose users who want to try first. Soft paywalls keep more users but convert a smaller share, often later.
The right choice depends on how quickly users can see value and on your category.
Retention and reviews
Users who hit a hard paywall unexpectedly may leave negative reviews saying the app is not free. Clear messaging on the listing reduces this.
Soft paywalls risk users never upgrading. Monitor both conversion and reviews, using our improve app ratings guide.
Align with your store listing
If the app requires a subscription, your screenshots and description should say so, for example by mentioning the free trial. Misleading listings lead to complaints and refunds.
See paywall and store listing alignment.
Designing the paywall screen
Whichever model you choose, the paywall should state benefits clearly, show prices and trial terms, offer plan choices and include restore and terms links.
Our paywall design best practices guide covers layout.
Hybrid approaches
Many apps combine both: a paywall in onboarding that can be closed, followed by limits on free usage. Others show a hard paywall only for some features.
Hybrid models let you capture motivated users early while keeping others in the funnel.
How to test
Run paywall placement tests with enough users, comparing trial starts, paid conversions, revenue per install and retention over several weeks.
Short tests can favour hard paywalls on trial starts while long-term revenue tells a different story.
Store rules
Paywalls must show prices and terms clearly and follow store guidelines for subscriptions. Apps that pretend to be free and hide all value behind a paywall risk review issues.
Read App Store review guidelines explained.
Common mistakes
Common mistakes include showing a hard paywall before explaining value, hiding the close button in a soft paywall, mismatching listing and paywall, and judging tests on trial starts alone.
Another is never re-testing as the product changes.
A worked example: a language app
A language app tests a hard paywall after a short placement quiz against a soft paywall after the first lesson. The hard paywall gets more trial starts; the soft paywall retains more users who convert later.
After eight weeks, revenue per install is similar, but the soft paywall produces better reviews, so the team keeps it with a stronger upgrade moment after lesson three.
Key takeaways
A hard paywall suits apps with a clear immediate promise; a soft paywall suits apps that build value over time. Whichever you pick, make paid access clear on the listing and judge tests on long-term revenue and retention.
Paywall copy that converts
State the outcome users get, not a list of features. Show the trial length and the price after the trial clearly, and add a short line of social proof if you have it, such as your average rating.
Clear copy reduces refunds and complaints as well as increasing conversion.
Measuring paywall views correctly
Track how many users see the paywall, how many start a trial, and how many pay after the trial. For soft paywalls, also track how many users never see a paywall because they never reach a limit.
Those users may need a better upgrade moment rather than a different paywall.
Paywall placement and the free trial
Free trials often pair with hard paywalls: users start a trial to access the app, then decide whether to pay. Trial length should match how long users need to experience value, and reminders before the trial ends reduce refunds and complaints.
Our free trial strategies guide covers trial length and messaging.
Category norms
Users' expectations differ by category. Fitness, education and productivity apps commonly use trials and hard paywalls; games and social apps rarely do. Match category norms unless you have tested a different approach.
Check how top apps in your category present paid access on their listings before choosing.
How to do it, step by step
- Assess time to valueHow quickly can users see the benefit?
- Choose a starting modelHard, soft or hybrid.
- Align the store listingState trials and paid features clearly.
- Design a clear paywallBenefits, prices, terms and restore.
- Test over several weeksCompare revenue and retention, not just trials.
Before and after examples
Illustrative examples written for a generic app in this category, not client results. Swap in your own product, audience, and data.
Soft paywall with endless free content.
Hard paywall after a personalised plan preview.
Why it works: A clear promise supports a hard paywall.
Hard paywall on first launch.
Soft paywall when users hit the free note limit.
Why it works: Habit-based value needs time.
Trial starts after one week.
Revenue per install after eight weeks.
Why it works: Long-term value decides.
Action plan
- Match model to time to value
- Align listing with paywall
- Design clearly
- Consider hybrids
- Test long enough
- Monitor reviews
Metrics to monitor
- Trial start rate
- Trial-to-paid conversion
- Revenue per install
- Day 30 retention
- Paywall-related reviews
Record the baseline, release date, audience, markets, and external changes before interpreting movement. Rankings and conversion are useful signals, but a decision is stronger when activation, retention, and business value confirm that the page attracted the right users.
Frequently asked questions
What is a hard paywall?
A paywall that blocks the app until the user starts a trial or subscribes.
What is a soft paywall?
A paywall that lets users use some features free and asks them to upgrade later.
Which paywall converts better?
Hard paywalls often convert more installs to trials; soft paywalls retain more users. Test for your app.
Do hard paywalls hurt reviews?
They can if users expect a free app, so state paid access clearly on the listing.
Can I use both?
Yes. Hybrid approaches combine an early paywall with free usage limits.
How long should a paywall test run?
Several weeks, so you can compare revenue and retention, not just trial starts.
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