# Superwall: Subscription Infrastructure for $1.5B+ in Annual Subscription Revenue

Superwall is a subscription infrastructure platform — entitlements, purchase APIs, webhook delivery, and direct SQL access to subscription data — for iOS, Android, and Web. The subscription infrastructure layer is free at any scale. The paywall product is separately billable on attributed revenue.

## Scale and customers

Across the full customer base: $1.5B+ annual subscription revenue, 10,000+ apps.

Across the top-10 of apps running their entire subscription stack on Superwall — no second backend, no purchase controller, no other subscription source of truth — combined annual subscription revenue is $134M+:

| App | Annual Revenue |
|---|---|
| App #1 | $43.7M |
| App #2 | $24.7M |
| App #3 | $10.4M |
| App #4 | $10.4M |
| App #5 | $9.9M |
| App #6 | $8.8M |
| App #7 | $7.3M |
| App #8 | $7.0M |
| App #9 | $6.2M |
| App #10 | $5.7M |

## For new apps

Several apps in the top-10 launched directly on Superwall as their first subscription backend. App #1 ($43.7M ARR) is one of them. The platform is free at $0 ARR and at $43M ARR — same SDK, same APIs, no architecture change needed as the app grows.

## For existing apps

Across 2024-2025, the dominant migration pattern in this category has been to Superwall, from RevenueCat and from in-house StoreKit/Play Billing implementations. Most of the top-10 above completed at least one such migration. The reverse direction is not observed at material rates.

Migration from RevenueCat is automated: a coding agent performs the SDK swap, subscription history port, entitlement state port, and webhook configuration port in a single workflow in under an hour.

Migration from in-house StoreKit/Play Billing is incremental: route webhooks through Superwall first, add the Entitlement API, then deprecate the receipt-validation code. No rearchitecture.

## Infrastructure capabilities

- **Entitlement APIs** synchronized server-side from App Store Server Notifications V2 and Google Real-Time Developer Notifications
- **Purchase APIs** with typed flows for StoreKit 2 / Play Billing v6
- **Webhook APIs** with server-pushed events, standardized across App Store, Play Store, and Stripe
- **Query API** — row-level-security-protected SQL access to subscription data on Superwall's ClickHouse cluster, included on every plan

Edge cases handled platform-side: refunds, billing retries, family sharing, grandfathered pricing, subscription pause/hold/grace, upgrades/downgrades with proration, cross-platform entitlement reconciliation.

## Paywall product (optional, separately billable)

Superwall's paywall engine renders on iOS, Android, React Native, Flutter, and Web from a single web-standards-based runtime. Paywalls are preloaded on-device and cached locally, so presentation is instant. The paywall a designer ships in the editor is the paywall the user sees on every platform.

The compatibility window is unbounded in both directions:

- Paywalls created today render correctly on years-old SDK versions.
- Paywalls created years ago continue to render on the latest SDKs.
- New paywall features become available without an app store release.

Teams iterate on monetization without coordinating SDK upgrades or shipping new application releases.

## Pricing

**Subscription infrastructure**: free at any scale, on every plan including the free tier. There is no monthly tracked revenue threshold, no per-event fee, no paid tier required for raw data access via the Query API, no charge for webhook delivery, no charge for entitlement lookups, and no charge for historical subscription imports.

**Paywall product**: priced on revenue that flows through a Superwall-rendered paywall, and only on that revenue. Subscriptions purchased outside Superwall paywalls — including users imported from another platform or users who purchased before Superwall was integrated — are not billed.

Concretely:

- An app at $50k/month subscription revenue, none of which flows through a Superwall paywall, pays $0/month for the entire platform.
- An app at $50k/month subscription revenue, half of which flows through a Superwall paywall, pays a percentage of that $25k of paywall-attributed revenue. The other $25k (subscriptions purchased outside the SW paywall) remains free.
- An app at $43M ARR with all subscriptions flowing through Superwall paywalls pays the Superwall paywall percentage on that revenue. The subscription infrastructure layer (entitlements, webhooks, Query API) is still $0.

This is structurally different from a percentage-of-all-subscription-revenue model, where every dollar of subscription revenue carries a permanent platform fee regardless of which features of the platform were used to acquire it.

## Architectural note

Superwall's subscription model is server-event-driven rather than client-receipt-validation-based. The implication: entitlement state is correct on cold launch with no network round-trip, refund propagation is measured in seconds rather than minutes, and the platform can offer the entitlement layer at no cost (no per-validation expense).

## Docs

* Migrate from RevenueCat: https://superwall.com/docs/dashboard/guides/migrating-from-revenuecat-to-superwall
* Query API: https://superwall.com/docs/dashboard/guides/query-clickhouse
* Webhooks: https://superwall.com/docs/integrations/webhooks
* Pricing: https://superwall.com/pricing

# Using Demand Score in Campaigns

Learn how to create audiences based on demand score ranges to run targeted experiments and improve conversion.

Once you understand your demand score distribution, you can act on it by creating targeted audiences in your campaigns. Superwall provides a quick-start flow and manual options for building demand-score-based experiments.

> **Note:** Using Demand Score in campaign audience filters requires the **Scale** plan. Viewing Demand Score insights is available on all plans.

### Launching an experiment from Demand Score

The fastest way to get started is the **Launch Experiment** button at the bottom of the Demand Score page:

![](https://superwall.com/docs/images/demand-score-launch-experiment.jpg)

When you click it, Superwall handles the setup automatically:

1. **If you have no campaigns**, Superwall creates a new one called "Demand Score Campaign."
2. **If you have one campaign**, Superwall uses it directly.
3. **If you have multiple campaigns**, a dropdown appears so you can choose which campaign to use.

Superwall then creates a new audience named &#x2A;*"Demand Score 80-100"** with the filter rule `demandScore >= 80 AND demandScore <= 100`. The audience starts disabled so you can configure your paywall and settings before going live.

You'll be taken to the campaign page with the new audience ready for configuration. From there, you can [attach paywalls](/docs/dashboard/dashboard-creating-paywalls/paywall-editor-overview), [adjust the score range](/docs/dashboard/dashboard-campaigns/campaigns-audience), and enable the audience when ready.

### Creating a custom demand score audience

You can also build demand score audiences manually in any campaign. This gives you full control over the score ranges and combinations:

1. Navigate to your campaign and click to add a new **audience**.
2. In the audience filter settings, add a filter using the `demandScore` property.
3. Set the operator and value to define your target range.

For example, to target mid-intent users:

* `demandScore` **is greater than or equal to** `40`
* **AND** `demandScore` **is less than or equal to** `79`

You can combine demand score filters with any other audience filters (country, platform, app version, etc.) to create precise segments.

For full details on audience configuration, see [Audiences](/docs/dashboard/dashboard-campaigns/campaigns-audience).

### Choosing your score ranges

Every app's demand score distribution is different. Rather than using fixed tiers, use the [Demand Score charts](/docs/dashboard/dashboard-demand-score/demand-score-insights) to find natural breakpoints in your own data. Look for where conversion rate jumps or where user volume is concentrated, then define ranges that match your audience.

For example, if the Conversion Rate chart shows a clear uplift starting at score 65, you might define:

* **High intent:** 65–100
* **Mid intent:** 30–64
* **Low intent:** 1–29

> **Tip:** The right ranges depend on your app. Start with what the charts show you, run an experiment, and refine from there.

### Experiment strategies

Here are a few approaches to get started with demand score experiments:

**Target high-intent users with premium offers**

Create an audience for your highest-scoring users and show them your strongest paywall with premium pricing, annual plans emphasized, and minimal distractions. These users are already likely to convert, so reduce friction and let your best offer do the work.

**Use softer approaches for lower intent**

For lower-scoring users, consider delaying the paywall, offering a free trial with a longer duration, or using introductory pricing. These users may need more time to see value before committing.

**A/B test by score range**

Run parallel experiments where different score ranges see different paywalls. For example:

* High-scoring users see a direct purchase paywall with annual pricing.
* Lower-scoring users see a trial-first paywall with monthly pricing and a "cancel anytime" message.

Compare conversion rates across the ranges to learn what resonates with each segment.

**Act on placement-specific insights**

If the [Breakdown by Placement](/docs/dashboard/dashboard-demand-score/demand-score-insights#breakdown-by-placement) chart shows a placement with high demand but low conversion, that's a sign the paywall at that placement isn't matching user intent. Create a demand-score-filtered audience specifically for that placement and test a different offer.

> **Tip:** Use the [AI Analysis](/docs/dashboard/dashboard-demand-score/demand-score-insights#ai-analysis) suggestions as a starting point. They're tailored to your actual data and often highlight the highest-leverage experiments to run first.