# 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

Demand Score is a 1-100 value assigned to each user by Superwall, indicating their likelihood to convert. Use it to understand your audience and target users with the right offers.

Demand Score helps you understand how likely each user is to convert, so you can target the right people with the right offers. To view it, click **Demand Score** in the **sidebar**:

![](https://superwall.com/docs/images/ds_sidebar.jpeg)

> **Note:** Demand Score is currently in **beta**. Anyone can view Demand Score insights, but using it to target audiences in campaigns requires the **Scale** plan.

### What is Demand Score?

Demand Score is a number from 1 to 100 assigned to each user by Superwall on every app open. A higher score means the user is more likely to convert. It's generated using several signals and data points, though no first-party user attributes are used.

Some signals used include device model, OS version, device age, App Store country, connection type, number of app opens, and paywall views. The model is trained on hundreds of millions of real-world data points across the Superwall network. You can use demand score a few different ways:

* **View interactive charts** that show how conversion rate, volume, and trial outcomes vary across demand score buckets.
* **Break down performance by placement and country** to see where your offerings resonate and where they don't.
* **Generate an AI-powered analysis** that highlights key patterns in your data and recommends experiments to run.
* **Filter campaign audiences** using `demandScore` to target users based on their likelihood to convert.
* **Launch experiments directly** from the Demand Score page to create high-intent audiences with one click.

> **Tip:** Because Demand Score relies on device-level signals and not user attributes, it works out of the box. There's nothing to configure in the SDK.

### Data thresholds

If your app is new, doesn't have enough paywall activity yet, or enough data processed, the Demand Score page will display empty results:

![](https://superwall.com/docs/images/ds_layout_empty.jpeg)

This happens when Superwall hasn't observed enough user sessions to generate reliable demand scores for your app. The model needs a baseline of app opens and paywall views across your user base before it can assign scores.

No action is needed on your end. As users interact with your app and encounter paywalls, Superwall will automatically begin assigning demand scores and the charts will populate.

> **Tip:** You can also try expanding the date range to **Last 90 days** or **Last 180 days** to capture a wider window of activity.

### Coverage

At the top of the Demand Score page, the **Coverage** card shows what percentage of your recent paywall viewers have been assigned a demand score:

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

Coverage is color-coded to help you quickly assess data reliability:

| Coverage  | Indicator | Meaning                                                                  |
| --------- | --------- | ------------------------------------------------------------------------ |
| Above 80% | Green     | Great, you can confidently segment and run demand-score-based audiences. |
| 50–80%    | Yellow    | OK, results are usable but may have gaps.                                |
| Below 50% | Red       | Low, try selecting a longer date range for more reliable results.        |

### Selecting a date range

Use the date range selector in the top-right corner to adjust the time window for all charts and breakdowns on the page. Options include **Last 7 days**, **Last 30 days**, **Last 90 days**, and **Last 180 days**:

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

All sections on the page (coverage, charts, breakdowns, and AI analysis) update to reflect the selected range.

### Using Demand Score for targeting

The `demandScore` attribute (a number from 1 to 100) is available as an audience filter in [campaigns](/docs/dashboard/dashboard-campaigns/campaigns). Rather than using fixed tiers, use the charts on this page to understand where natural breakpoints exist in your own data, then create custom score ranges that match your app's audience.

For example, if the [Conversion Rate](/docs/dashboard/dashboard-demand-score/demand-score-insights#conversion-rate) chart shows a clear jump at score 70, you might target 70–100 as your "high intent" range. Every app's distribution is different, so let your data guide the ranges you choose.

For details on setting up demand score filters, see [Using Demand Score in Campaigns](/docs/dashboard/dashboard-demand-score/demand-score-experiments).