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Paywall
The screen that presents a subscription offer and takes the purchase. In orchestration terms it is a placement in a journey — versioned, targeted, and tested — not a static asset shipped once with the app.
A paywall is the screen that presents an offer and takes the purchase. It names the plans, states the price, carries whatever proof the subscriber needs, and hands off to billing when they choose. Everything else about it varies: how much content sits behind it, when it appears, and which surface it appears on.
Surface is the part teams underestimate. On a phone the subscriber is holding the decision in one hand and can type a password. On a TV, the same paywall is ten feet away and navigated with a five-button remote, so plan comparison has to fit on one screen and text entry has to be avoided rather than shortened. A paywall that converts on mobile can fail on CTV without a single word changing.
In orchestration terms a paywall is a placement in a journey, not a static asset. It has versions, an audience, a test history, and a measured outcome, and it changes without an app release — that is the job Pages and Experiments do. Which kind of paywall you run is a separate decision from the creative inside it: hard, soft, and metered describe how much access a reader gets before the block, and all three can be tested against each other.
For the craft that sits on top of this definition, the blog covers paywall design, where a paywall belongs in the journey, and twenty paywall types with examples.
Hard paywall
A paywall that blocks every piece of content until the subscriber pays. No sampling, no free view count: access begins at purchase.
A streaming catalog that shows nothing but trailers before purchase is running a hard paywall — the entire library is the offer, and there is no partial state.
Soft paywall
A paywall that leaves some content open and asks for payment at the edges, so a reader can sample before deciding.
A news site that publishes its live blog free and gates its investigations is running a soft paywall, deciding by article rather than by count.
Metered paywall
A paywall that grants a set number of free views in a period, then blocks access until the reader subscribes.
A magazine allowing three articles a month is metering, and the meter itself is a variable worth testing.
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