“A big learning that we've had is that users didn't even realize that they were in the free experience and so sometimes you just need to make it really obvious that hey you're part of a free product here and here's kind of the value that you're missing behind the paywall.”

Many Free Users Don't Know They're on the Free Plan — Tell Them Explicitly

One of onX Maps' biggest conversion discoveries was that free users were unaware they were missing premium features — they assumed the app was just limited. Explicit in-app education about being on the free plan was the first monetization motion before any paywall optimization. Awareness is a prerequisite to conversion.