Definition
A monetization model where users pay once for permanent access to a specific feature, product, or piece of content. OTPs can complement subscriptions for users who prefer à la carte value over recurring payments.
OTP Revenue = Units Sold x Price. OTP-to-Subscription Rate = OTP Buyers Who Subscribe / Total OTP Buyers x 100.
Price it at 3-5x annual to avoid cannibalizing recurring revenue. Most users will still choose subscriptions if presented as the better deal.
Only if priced too low. Design OTPs as complementary add-ons (specific packs, individual tools) rather than full alternatives.
Classified as Non-Consumable or Consumable in-app purchases. Both subject to 30% commission (15% for Small Business Program).
A promotional code that unlocks a discounted price or special access to a subscription. Offer codes are often used in partner campaigns, user gifting, influencer marketing, or churn recovery workflows.
A monetization and engagement tool that presents users with offers (e.g., free trial extensions, discounts) in exchange for actions like watching an ad, completing a survey, or sharing the app. Common in freemium or hybrid monetization models.
A premium feature that allows users to use the app or consume content without an internet connection. Often used in fitness, language learning, or media apps to justify subscription value and reduce churn during travel or commuting.
The structured experience that guides new users through their first interactions with the app - often including feature highlights, value reinforcement, and paywall exposure. A well-optimized onboarding flow will improve activation, trial starts, and long-term retention.
The percentage of users who consent to receiving marketing communications, push notifications, or tracking (such as ATT on iOS). High opt-in rates are crucial for effective lifecycle messaging and campaign attribution.
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