Paywall Providers: Types, Differences and How to Choose

Paywall providers are tools that show a subscription offer to a user, collect payment, and unlock access. They fall into three groups: in-app paywall SDKs (remote-configured paywalls inside the mobile app), web paywall and funnel builders (paywalls on a web page, before the app is installed), and payment infrastructure (Stripe, Paddle, Primer and similar) that charges the card. Most subscription apps end up using one or two of these groups together, not just one.

Which group you need depends on where you want to sell. If every purchase happens inside iOS or Android, an in-app paywall provider plus the app store billing is the standard route. If you want to sell on the web and avoid app store commissions where that is allowed, you need a web paywall builder connected to a payment processor. web2wave is one option in that second group. This article explains the categories, what to compare, and how to choose.

What does a paywall provider actually do?

A paywall provider covers some or all of these jobs:

• Renders the paywall screen: plans, prices, trial terms, copy, and design.
• Lets you change the paywall without shipping a new app version or redeploying a page.
• Runs experiments, such as different prices, plan order, or layouts, and reports which variant converts better.
• Takes payment or hands the user to a payment processor.
• Passes purchase data to analytics and ad platforms so you can measure campaigns.
• Keeps subscription status in sync so the app knows who has paid.

No single tool does everything equally well. A paywall designer may not process payments. A payment processor does not design paywalls. That is why the category names matter more than any single vendor list.

What types of paywall providers exist?

The market splits by where the paywall appears and who handles the money.

In-app paywall SDKs

These add a paywall to your mobile app through an SDK. Paywalls are configured remotely, often with a visual editor, and purchases go through Apple's or Google's billing. Subscription management platforms such as RevenueCat, Adapty, and Superwall work in this area, with different emphasis on paywall design, experiments, or entitlement management. Because purchases run through the store, the store commission applies: Apple charges up to 30% on in-app purchases, or 15% under its Small Business Program.

Web paywall and funnel builders

These put the paywall on a web page. A user clicks an ad, answers a quiz, sees a personalized plan, and reaches the paywall in the browser. After payment they download the app and log in. This is the web2app funnel model. The typical flow is: ad, landing page or quiz, personalized plan, paywall, payment, app download and login. web2wave, and other web2app funnel builders, belong here.

Payment processors and merchants of record

Stripe, Paddle, and Primer handle the card payment, recurring billing, and, depending on the provider, tax and compliance. They are rarely a paywall provider on their own. They sit underneath a web paywall. Paddle is typically described as a merchant of record, which means it handles sales tax collection as the seller. Check each provider's current terms before relying on that.

Custom-built paywalls

Some teams build their own with Stripe Checkout and a few pages. This gives full control but means you also build experiments, localization, attribution, and reporting yourself.

How do the main options compare?

In-app paywall SDK

• Where the paywall lives: Inside the mobile app
• Who processes payment: Apple or Google billing
• Store commission: Yes (up to 30%, or 15% for Small Business Program on Apple)
• Good fit when: Most purchases happen in-app and you want fast paywall tests

Web paywall and funnel builder

• Where the paywall lives: Web page, before app install
• Who processes payment: Stripe, Paddle, Primer or similar
• Store commission: Not on web purchases where allowed; processor fees still apply
• Good fit when: You buy paid traffic and want to test quiz, plan, and price on the web

Payment processor only

• Where the paywall lives: Hosted checkout page
• Who processes payment: The processor itself
• Store commission: No store commission; processor fees apply
• Good fit when: You already have funnel pages and need billing

Custom build

• Where the paywall lives: Your own pages
• Who processes payment: Processor of your choice
• Store commission: No store commission; processor fees apply
• Good fit when: You have engineers to maintain funnels, tests, and reporting

The categories are not exclusive. Many apps keep an in-app paywall for organic installs and use a web paywall for paid traffic.

What should you compare when choosing a paywall provider?

Start with the questions that decide whether the tool fits your acquisition model, not the feature list.

1. Where do users buy? If paid ads send people to a browser first, a web paywall is the natural place. If installs come mostly from store search, an in-app paywall matters more.
2. How are fees structured? Check whether the provider takes a share of your subscription revenue or charges a flat price, and add processor fees separately. web2wave charges a flat monthly fee on Basic, Starter and Pro; the Advanced plan is 2% of revenue.
3. Which payment processors are supported? Look for Stripe, Paddle, or Primer, depending on where your customers are and how you handle tax.
4. How fast can you run experiments? You want to test prices, plan layout, and copy without developer time. Ask how traffic is split and what metrics are reported.
5. Attribution and integrations. Confirm support for UTM parameters, Meta and TikTok pixels, Adjust or AppsFlyer-style tracking, RevenueCat, and webhooks. Missing purchase events make campaign optimization harder.
6. Localization. If you sell in several countries, check whether paywall and quiz copy can be translated quickly.
7. Who builds the funnel? Some teams want a no-code editor. Others prefer a provider that builds funnels for them.

How does a web paywall work with a mobile app?

The user never sees the store checkout. They pay on a web page, then install the app and log in with the same account or email. The app checks subscription status and unlocks access. This only works if the account link between the web purchase and the app login is reliable, so test it before launching ads.

web2wave's paywall builder is built for this flow. You assemble the quiz, plan screen, and paywall without code, connect Stripe, Paddle, or Primer, and send events to Meta, TikTok, and other tools through the available integrations and webhooks. It also includes A/B experiments, UTM tracking, a user CRM, email sequences, and AI localization into 40+ languages. If you would rather not build funnels yourself, web2wave offers a Growth Service where the team builds them for you.

Two public examples show how teams use this model. MyMental AI GURU (Latiwara OÜ) generated over $100K in revenue with web2wave, with about 55% of subscribers still active, refunds under 5% of revenue, and paying users from 40+ countries. Leya AI scaled its funnel roughly tenfold with web2app funnel localization. These are single-company results, and yours will depend on your product, traffic, and price.

What are the risks and limits of moving paywalls to the web?

• Platform rules differ by region and change over time. What is allowed for linking out or selling on the web varies. Read current Apple and Google policy for each market you sell in, and have a legal review where needed. The web2wave guide to web2app funnel builders covers the wider tool landscape, and the compliance guide on the same blog covers policy questions in more detail.
• You take on more of the customer relationship. Refunds, failed payments, cancellations, and receipts move from the store to you and your processor.
• Friction between web and app. Each extra step, such as checking an email or opening a link, loses users. Keep the handoff short.
• Not every user arrives from a funnel. Organic store installs still need an in-app paywall, so you may keep both.

FAQ

What is a paywall provider?

A paywall provider is a tool or service that displays subscription offers, handles or connects to payment, and manages access. Some focus on the in-app screen, some on web funnels, and some on payments only.

Do I need a paywall provider if I use RevenueCat?

RevenueCat manages subscriptions and entitlements and offers paywall tooling. Whether you need another provider depends on if you want web paywalls and funnels. web2wave integrates with RevenueCat, so the two can be used together.

Are web paywalls cheaper than in-app purchases?

They can avoid the app store commission on purchases made on the web, where this is allowed, but you still pay payment processor fees and any tool subscription. Compare total cost for your own volumes and markets.

Which payment processors work with web paywalls?

Common choices are Stripe, Paddle, and Primer. web2wave supports all three. Your choice depends on markets, tax handling, and your existing billing setup.

Can I A/B test a paywall without releasing a new app version?

With a remote-configured in-app paywall SDK or a web paywall builder, yes. Web paywalls change as soon as you publish the page, since no app release is involved.

Want to see how a web paywall would work for your app? Book a demo or start free.