The 'Free' Trial That Charges $99 in Silence
A B2C app's onboarding stacks small-yes commitments with forced continuity to convert curiosity into an annual charge — without the user noticing.
Watch the trick unfold, layer by layer.
- 1Step 1 — Quiz first, paywall later
Onboarding opens with a 90-second 'personality quiz' or 'goal setup'. By the paywall, the user has invested enough effort that abandoning feels wasteful.
The trick: The Small Yes → - 2Step 2 — Your custom plan
The paywall headline echoes the quiz answers back: 'Sarah's 7-day energy plan'. This isn't a trial — it's *your* trial. Walking away means walking away from yourself.
The trick: The Self-Made → - 3Step 3 — The annual anchor
Pricing displays 'Annual: $99 ($1.90/wk)' first; 'Weekly: $9.99' second. The annual feels like an obvious win — and is the only one with a 'free trial' badge.
The trick: The Anchor → - 4Step 4 — Annual pre-selected
The annual radio button is pre-filled. Card capture is a single Apple/Google Pay tap. 14 seconds from quiz finish to authorized recurring charge.
The trick: The Pre-Checked Box → - 5Step 5 — The silent renewal
No reminder email before the trial ends. No in-app notification. Day 8: $99 charged. Refund requires a support ticket and 'reason for cancellation' dropdown.
The trick: The Silent Renewal → - 6Step 6 — Cancel is in iOS Settings
The app has no 'cancel subscription' button. Users must navigate iOS Settings → Apple ID → Subscriptions. Most don't know this exists. The charge repeats annually.
The trick: The Hidden Door →
Steal it. Use it tonight.
- 1Don't.
- 2Show the all-in annual price next to the weekly equivalent — let users choose with full information.
- 3Default to weekly for trials. Send a reminder 3 days before the renewal with a one-tap cancel link.
- 4Put 'Manage subscription' as a first-class menu item in your own app, not just in OS settings.
Apple's App Store guidelines now require pre-renewal notifications. Apps following this pattern face removal, chargebacks, and a flood of 1-star reviews that bury the listing within months.
Study the techniques behind this teardown
A tiny commitment now makes a big commitment later feel consistent.
You value the thing more because you helped build it.
A price feels reasonable — even generous — when moments ago it felt out of reach.
You bought something you never agreed to buy.
Free trial ends. You're charged. You don't notice for months.
You can't find the option you want — so you take the one they want.