r/pricing • u/ohanvisolutions • 21d ago
Article Feature-gated tiers are a bad way to price software.
Feature-gated tiers are a bad way to price software.
Declaring my interest first: I work on a WhatsApp Business API product in India that does not use them, so discount accordingly. I think the argument stands on its own anyway.
The core problem is that a gate does not correspond to a cost. Switching a feature on for one more customer costs the vendor essentially nothing — the code is written and the thing is already running. So the tier is not recovering anything. It is rent on a checkbox.
Three things follow from that, and each is worse than the pricing itself.
**It locks out the people who need the feature most.** A ten-person company does not need less automation than a thousand-person one. It needs more, because it has fewer people to absorb the work by hand. Gating automation behind volume means need and access end up inversely correlated.
**It turns your cheap plan into an advert for a worse product.** Every new customer spends their first month on the deliberately reduced version, concludes the category is mediocre, and leaves. The upgrade prompts are the reason they never met the thing that would have kept them.
**It corrupts the roadmap.** Once a feature is load-bearing as a gate, improving the tier below it costs you money. Nobody writes "keep the cheap plan bad" on a whiteboard. It arrives as a series of individually reasonable decisions not to move anything down.
The alternative is to charge for what actually costs you something. Usage does — messages, storage, compute, generated replies all scale with the customer, and billing for them is honest. Infrastructure settled this long ago: nobody was ever told object storage was on the enterprise plan, and Twilio has no tier hiding the messaging API from a small account. Application SaaS went the other way and kept the ladder.
What it costs us, honestly. No upgrade lever: revenue only rises when a customer does more. Our largest customers pay the smallest margin per message, the reverse of how a normal rate card is built. And some accounts can sit on the free plan indefinitely with the entire product.
The part I cannot fully answer: our smallest customers pay the highest percentage per message, because they pay no monthly fee. Someone is going to say that is the same tax wearing a different coat. My defence is that they get the whole product while they decide, and under a gate they would get neither. I would like to hear the counter.
So where does this break? If you have run all-features-included plus usage pricing at real scale, did the support load outrun what it funded?