Glossary term

What Is Free Trial?

A time-limited period during which users can access paid features for free, typically 3-14 days, after which they're charged automatically.

Free trials on iOS and Android are built-in subscription features. Users start the trial with a credit card on file; if they don't cancel before the trial ends, they're charged automatically. Trial length varies by category — 3 days for entertainment, 7 for apps with clear immediate value, 14 for tools requiring setup or behavior change. Apple requires clear trial terms (duration, post-trial price) in the paywall. Trial-to-paid conversion is the KPI that matters; 8-25% is typical, depending on category.

Common Questions

How do I set trial length?

Fitness and tools: 7-14 days (users need time to see progress). Entertainment/games: 3 days. Test and iterate.

Will users cancel right before trial ends?

Some will — that's baked into industry conversion rates. Apple sends automatic reminders the day before charging. Design your app so users forget about canceling because they're getting value.

Related terms

Subscription (App)Paywall Freemium

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