“We surface the subscription at a moment that really matters — thinking about that customer journey is essential. One of the things that works really well for us is our radar experience — by really giving context and creating these moments of delight and access points that really start to drive demand.”

Surface the Paywall at Moments That Match the User's Active Need

Rather than showing the paywall generically, The Weather Company triggers premium prompts when users hit features they already want — like a detailed radar view — where the value of upgrading is immediately obvious. This contextual paywall placement converts better because the user has self-selected into the need in real time. Timing the upsell to a genuine moment of demand reduces friction and increases perceived fairness.