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Paywalls have become a critical tool for digital publishers seeking to monetize content amid fluctuating ad markets. Between 2017 and 2020, the number of news outlets implementing paywalls nearly doubled each year, with adoption accelerating further in 2021 as subscriptions surged globally (Reuters Institute Digital News Report, 2022). Ad revenue plummeted by 10–15% in 2020 due to pandemic-driven cuts but rebounded sharply in 2021–2022, growing 20% year-over-year. However, economic uncertainty in 2023 led to renewed volatility, with ad spending growth slowing to 5%. This unpredictability has solidified paywalls as a stable revenue alternative, with 69% of publishers now prioritizing subscription models over ad-dependent strategies.
For those who lack the time or resources for internal development, paywall services offer a convenient way to integrate this feature with minimal effort. While paywall services are simple to implement, many factors must be considered before selecting one, such as whether the service has a sound paywall SEO strategy. Let’s take a closer look at what publishers need to consider before choosing a service.
There are various elements to paywall services that could affect how much they charge and how well they adapt to a particular site.
Not every paywall service generates revenue in the same way. Some may require a monthly subscription fee, others may charge on a per-customer basis, and some might take a cut of subscriber revenue. Publishers need to consider the scale of their business before selecting a paywall — depending on the number of subscribers, a revenue share deal may end up being more expensive than a flat fee.
One major point to consider is whether the paywall management solution can integrate seamlessly with other publishing software. Issues may arise if a publisher’s content management system (CMS) is not supported.
Paywall services vary in the types of paywalls they provide. There are several different types of paywalls, including soft paywalls, hard paywalls, and metered paywalls. Another aspect to consider is how adaptable a paywall is to a publisher’s requirements. For instance, can a publisher customize a paywall to activate after a certain number of visits to a site? Different monetization strategies suit different types of users better.
The best paywall services collect first-party geographical and behavioral data to use in subscription campaigns. If the paywall service also includes A/B testing, publishers will be able to test and adjust their strategies in real time.
Evaluating paywall services is essential for publishers seeking to monetize content effectively while maintaining a positive user experience. Below are key criteria to consider:
By considering these criteria, publishers can select a paywall service that effectively balances revenue generation, audience engagement, and long-term sustainability.
Here is how we rated each platform for different parameters out of 5:
| User Experience (UX) | Revenue Models | Content Protection | Monetization and Analytics | SEO and Discoverability | Integration and Compatibility | Flexibility & Scalability | Security and Compliance | Customer Support & Training | Costs & Pricing Structure | Customer Reviews & Case Studies | Innovation & Future-Proofing | Score | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Leaky Paywall | 4.5 | 4 | 4 | 3.5 | 4 | 4.5 | 4 | 4 | 4 | 4.5 | 4.5 | 3.5 | 4.4 |
| Zephr | 3.5 | 4.5 | 4 | 4.5 | 3.5 | 4.5 | 4.5 | 4.5 | 4 | 3 | 4 | 4.5 | 4.4 |
| Piano | 4 | 4.5 | 4 | 4.5 | 4 | 4.5 | 4 | 4.5 | 4 | 3.5 | 4 | 4 | 4.2 |
| Poool | 4.5 | 4 | 4 | 4.5 | 4 | 4.5 | 4 | 4 | 4.5 | 3.5 | 4.5 | 4 | 4.2 |
| Membergate | 3.5 | 3.5 | 3.5 | 3 | 3 | 4 | 3.5 | 4 | 3.5 | 4 | 3.5 | 3 | 3.6 |
| Subscription Genius | 3.5 | 3.5 | 3 | 3.5 | 3 | 4 | 3.5 | 4 | 3.5 | 4 | 3.5 | 3 | 3.5 |
| Pelcro | 4 | 3.5 | 3.5 | 3 | 3 | 3.5 | 3 | 4 | 3.5 | 3.5 | 3 | 3 | 3.4 |
| Wallkit | 3.5 | 3 | 3.5 | 3 | 3 | 3.5 | 3 | 4 | 3 | 4 | 3.5 | 3 | 3.4 |
| Flip-Pay | 3.5 | 3 | 3 | 3 | 3.5 | 3 | 2.5 | 3.5 | 2.5 | 3 | 2.5 | 2 | 3.3 |
Leaky Paywall is a WordPress-focused subscription platform empowering publishers like iPolitics, Landline, and Modern Drummer with tech stack control, audience growth tools, and dynamic monetization strategies. It offers three tiered plans: The Launch plan $199/month (+5% revenue share
and $499 setup) includes the Leaky Paywall Pro software suite, custom onboarding, unlimited subscribers, and ongoing email/Zoom support, ideal for publishers prioritizing foundational revenue growth. For those needing integrated communication tools, the Engage plan starts at $499/month (plus $499 setup and revenue share) and bundles the Launch features with Flowletter’s email/SMS/WhatsApp platform. The Scale plan, tailored for enterprise publishers, offers advanced solutions like CRM/payment gateway integrations, iOS/Android apps, AI-powered LocalCalendar events, and MultiPass WordPress multi-site access—all with no revenue share and custom pricing.
Leaky Paywall supports metered, hardening, hybrid, and time-based paywalls, allowing granular control over access to articles, PDFs, newsletters, videos, and more. Its WordPress-native design ensures seamless integration, while features like AI-driven paywall optimization and targeted upsells leverage first-party data to maximize conversions. Publishers can restrict content globally or by user group, balancing reach and revenue across all plans.
Our rating: ★★★★☆ 4.4 stars
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Zephr, a London-based subscription experience platform, operates as part of Zuora’s product suite following its 2022 acquisition. Zuora — a global leader in subscription management solutions — leverages Zephr’s tools to serve publishers like News Corp, The New York Post, and Tribune Publishing, which use its paywall, personalization, and audience segmentation capabilities.
Zephyr includes four variable paywall integrations tailored to different user behavior. The soft paywall encourages new users to build a stronger connection by offering limited browsing through freemium content. Similarly, the metered paywall reduces user bounce by offering a set amount of free content to read before monetization. For regular, returning users, the hard paywall restricts content access entirely. Finally, the dynamic paywall adjusts monetization strategies using user data.
The software also has a few analysis tools, such as A/B testing and audience segmentation to test monetization strategies amongst different types of users. The software also integrates with other software. Although Zephr can be purchased separately, it can come bundled with other Zuora products as well. There is currently no pricing information available for Zephyr, as the company prefers potential clients to contact them instead.
Our rating: ★★★★☆ 4.4 stars
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Piano’s user experience manager, Composer, takes a much broader approach to paywall monetization strategies. While paywalls are included in the software, its extensive scope makes it a useful option for publishers looking to accomplish multiple objectives simultaneously. Publishers like TechCrunch, the BBC, and ABC News utilise Piano.
Composer is a no-code platform for designing, targeting, and testing personalized user experiences, including paywalls and registration walls. It enables publishers to offer free or paid content trials, meter access to premium content, and deploy strategies to engage ad-block users (e.g., subscription prompts). Composer integrates with analytics and CRM tools to optimize conversions, though pricing is custom-quoted for enterprise clients.
Composer serves both as a data analysis tool and a paywall service, featuring capabilities such as loyalty and engagement detection to identify users who are more likely to subscribe and content affinity to share relevant content with them. The software also encompasses data analysis essentials like audience segmentation and A/B testing.
Composer can be purchased with a suite of other Piano tools or as a standalone product. The company prefers to demonstrate Piano to potential clients rather than providing an up-front price.
Our rating: ★★★★☆ 4.2 stars
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Poool is a Paris-based paywall and subscription software provider that focuses on subscriber conversion. It is used by publishers and media outlets such as Prisma Media, Elle, and Moneyweb. Poool manages all aspects of the subscriber conversion journey, offering three native types of walls: the paywall, registration wall, and cookie wall. The former two aim to increase conversions, while the latter ensures compliance with the GDPR and CCPA.
The software also includes analytical features such as A/B testing and account management. The paywalls gather first-party data for use in subscription campaigns or other marketing initiatives. The service is highly adaptable in its implementation, allowing publishers to maintain autonomy throughout. Because Poool is variable software, pricing isn’t explicitly stated. Instead, interested publishers should contact the company through its website. Currently, there is no free trial available.
Our rating: ★★★★☆ 4.2 stars
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MemberGate is a comprehensive membership site and paywall platform designed to help publishers, content creators, and businesses monetize digital content through subscriptions and gated access. Trusted by popular brands such as Yoga International, Black Belt Magazine, and Writers’ Digest, MemberGate provides a complete solution for managing memberships, subscriptions, and digital content monetization.
With powerful automation tools, flexible payment options, and built-in marketing features, the platform is particularly suited for businesses looking to create exclusive content portals, online courses, or recurring revenue models. Unlike many other paywall solutions, MemberGate offers an all-in-one membership management system that includes content protection, e-commerce, email marketing, and community-building tools. It integrates with multiple payment processors and provides analytics to track member engagement and revenue performance.
Our rating: ★★★☆ 3.6 stars
Features
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Subscription Genius is a straightforward paywall service and subscription management software that focuses on providing an easy-to-use service rather than a massively in-depth one. Publications such as Omaha, VICE and ALM use the software.
To add a paywall using Subscription Genius, publishers use the software’s control panel to select which articles or content on a site should be monetized. The control panel can also batch-apply these paywalls to make the process easier for sites with a vast amount of content. Subscription Genius also includes eCommerce systems and a WordPress plugin.
Subscription Genius’ Standard version costs $99 per month for 5,000 subscribers, with every 1,000 subscribers after that costing $10 per month. The Plus version costs $199 and includes 15,000, with every 1,000 subscribers above that costing an additional $15 per month. Subscription Genius’ Premium version costs $399 per month and includes 20,000, with every 1,000 subscribers after that costing an additional $20 per month.
Our rating: ★★★☆ 3.5 stars
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Pelcro is a paywall service and subscription management software that is beneficial for both smaller- scale publishers and large enterprises. It is utilised by publications such as Maclean’ s, Frieze, and Voice Media Group. The software includes essential features for increasing subscriber conversions, such as leveraging geographical and behavioral data to target users effectively and performing A/B testing. Additionally, the paywall can be implemented on a large scale to sell access to enterprise clients.
Another valuable feature of Pelcro is its machine learning algorithm, which proactively targets relevant users with special offers and product recommendations. The software also incorporates a customer support ticketing feature. Pelcro offers three different pricing options: a free version that supports up to 100 subscribers, $450 per month for 2, 000 subscribers, and $800 per month for 5, 000 subscribers. There is also an enterprise option available, equipped with advanced features and capable of supporting up to 50, 000 subscribers, with pricing that can be negotiated.
Our rating: ★★★☆ 3.4 stars
The no- code platform allows users to build, test, and launch digital subscription journeys effortlessly, catering to both technical and non- technical users.
The platform’ s diverse paywall options and advanced targeting capabilities empower publishers to implement and test various monetization strategies effectively.
Offers 24/7 technical support, ensuring that users receive assistance whenever needed.
Paywall functionality issues, including content leakage and modal triggering problems, indicate potential reliability concerns.
There have been instances where bug fixes and system improvements were not effectively communicated or resolved between product managers and the platform team, resulting in ongoing issues.
Restrictions when attempting to modify address information for U. S. residents could impact customer data accuracy and user experience.
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Wallkit is paywall software that is particularly useful for large-scale corporations. It is used by the likes of Digiday, Brooklyn Magazine, and VentureBeat. The software includes an array of useful features for monetization, such as the ability to monetize any piece of digital content, including videos, newsletters and links. Wallkit also centralizes all subscriber behavioral data within its software, making it highly accessible.
The software’s adaptability also includes subscriber payment options, allowing subscribers to pay by the minute, the day or by click. Wallkit claims its API-driven software supports the integration of any other software. Wallkit includes a few different pricing structures. However, each of the tiers consists of a 2.9% transaction fee and a $10 fee for every 2,000 sign-ups above the subscriber cap. There is a free 500-subscriber tier, a 50,000-subscriber tier costing $199 per month, and a 100,000-subscriber tier with added enterprise benefits, which costs $799 per month.
Our rating: ★★★☆ 3.4 stars
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Flip-Pay is a Dublin-based paywall service that focuses on subscriber conversion and dynamic customer onboarding journeys. The software is utilised by publications such as The Clare Echo, Sport for Business, and Mediahuis. Flip-Pay specializes in personalizing its paywall strategies based on a variety of behavioral and geographical user data. It includes options like soft paywalls, hard paywalls, metered paywalls, and other dynamic types.
The software also provides additional features to enhance subscriber conversion, such as bundling products, offering promotions on products, and running free trial periods. It includes a voluntary contribution feature for monetization strategies similar to the website Patreon. Flip-Pay does not publicly advertise its pricing structure, meaning interested publishers must contact the company directly.
Our rating: ★★★☆ 3.3 stars
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Paywalls are an increasingly important part of monetization strategies in digital publishing, with a subscription business providing a consistent and stable income.
However, one crucial thing to consider before implementing a paywall strategy is the effect restricting content may have on the effectiveness of a publisher’s ad inventory. For example, websites that install a paywall can see a reduction of up to 30% in daily traffic and up to 10-55% overall loss in page views.
While some publications — such as The New York Times — have experienced success with their paywall strategies, others — including The Sun and The Toronto Star — have removed their paywalls due to a loss of readership.
As 2022 came to a close, the digital publishing landscape was a mixed bag. On one hand, the number of people subscribing to more than one publication in richer countries was on the rise. On the other hand, increasing living costs saw more people canceling their subscriptions. In addition, more people than ever were actively avoiding news.
Publishers need to weigh up carefully when and how to implement paywalls, and even decide whether such a solution aligns with their content strategies. Once the decision to diversify revenue streams has been made, however, selecting the right solutions provider is the next hurdle.
The above list should have provided interested publishers with the information they need to make the right decision for their business.
A paywall solution is a monetization strategy where a publisher restricts access to certain premium content on their site, requiring either a subscription or some other monetary transaction before granting access. Some developers have designed software to help automate integrating paywalls onto publisher websites.
A paywalled site restricts access to premium content to users behind a subscription or other monetary transaction. A site that displays a voluntary contribution wall before viewing content is also considered paywalled.
Paywalling content is a good way for publishers to monetize their content. However, publishers should consider the effects of different paywall monetization strategies — restricting access to the majority of content on a publisher’s site may impact the effectiveness of their ad inventory.
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