Reply to a review about price or subscription cost

In this guide

What to do first
What a good reply contains
Example replies
What not to do
Use it as signal
Related

A review that says "too expensive" is rarely about the number alone. It usually means the person did not see what they get for it, or did not expect to pay at all. Your reply is public, so write it for the next reader as much as for the reviewer.

What to do first

Find out what is behind it. Is it the price, a surprise paywall, a trial that ended unnoticed, or a missing feature? The fix depends on which.
Check your own screens. Does the paywall say what is included, how long a trial lasts and when billing starts? If a reviewer was surprised, that may be a flaw in your app, not a bad reviewer.
Do not argue the price. You will not win a debate about what something is worth.

What a good reply contains

A thank-you that is not a script.
One factual sentence about what the paid part covers.
Where to see the details (the pricing screen in the app, or the subscription settings of the store).
An invitation to send feedback privately, plus how.

Both stores restrict what replies may contain. Google's guidance is to keep the reply focused on the issues raised and not ask for a higher rating. Apple's guideline 5.6.1 asks you to keep responses targeted to the user's comments and to include no personal information, spam or marketing. Check the current wording before you rely on it.

Example replies

Example, price unclear: "Thanks for the honest feedback. The free version covers [what is free]. The subscription adds [what is paid]. You can see all details under Settings > Plans. If something is unclear, write to [support address] and tell us what you expected."

Example, trial ended unnoticed: "Sorry this came as a surprise. The trial length is shown on the plan screen before you confirm, and subscriptions can be managed in your store account settings. We are looking at making the end date clearer. If you share what you would have wanted to see, it helps us."

What not to do

Do not offer discounts in exchange for changing a rating.
Do not ask for a higher rating, now or later.
Do not write long defences of your costs.
Do not blame the reviewer.

Use it as signal

If several reviews mention price, treat it as research, not insult. Tag them, and see how to turn reviews into a roadmap. On AppReviewX, private structured feedback can include whether the pricing made sense to a tester; one accepted feedback is one credit, and new accounts start with 0 credits.

More on tone and templates: how to reply to app reviews.

Start free and get private feedback on your pricing screen before it reaches the store.