“There are two places to hit users with a paywall — on open and on feature gates. Best practice is to do both. You get more shots on goal and you get users at different intent levels.”

More shots on goal: show the paywall on every app open AND before locked features

Moore frames paywall placement as a volume-of-exposure problem: the more touchpoints, the more chances to convert at the moment a user's intent peaks. Showing the paywall only once (e.g., only at first launch) abandons users who return days later with higher willingness to pay. Combining app-open paywalls with feature-gate paywalls ensures coverage across both early curiosity and later demonstrated need.