Technique · Hooked
Charge for depth, never for the core loop
Keep the habit-forming core free and charge for what devoted users want more of: storage, offline use, history, collaboration, advanced controls.
Plain label: depth-gated freemiumAlso known as: freemium, premium features, paid tier, upgrade, power features, storage limits
How it works
The core loop is what builds the habit, so gating it stops the habit before it forms. Depth features matter most to the users who already rely on the product, and those users are the most willing to pay.
Evidence warning
Taking back a free feature people already use reads as bait-and-switch.
Before you start
- The value event is tracked.
How to build it
- Web
- Core notes free without limit; offline access, version history and team sharing paid.
- B2B
- The core workflow free for small teams; admin controls, single sign-on and audit logs paid.
- Mobile
- Free daily use; paid exports, advanced stats and customization.
What can go wrong
- Gating the action that forms the habit.
- Removing free features after launch.
Pairs well with
- Monetize after the habit forms.
- Free-to-say-no upgrade copy.
In practice
Where it shows up
Evernote · 2011
Evernote: paying grew with tenure
Paid share about 0.5% after month 1, 11% by month 33 and 26% at month 42, per Phil Libin (2011), as reported in Hooked (Ch1). A book-era figure; Evernote was later acquired by Bending Spoons (not re-verified).
M3 ×PayCase grade for the number: C. Evidence grade for the mechanism link: C.CorrelationalPress-reported
Limits
What we don’t claim
- The Hook Model is a practical design tool, not a validated or complete theory of behavior.Hooked, Introduction
Sources
Hooked · Nir Eyal
Ch.1
Source IDs: HK-MON02
Book content is paraphrased, never quoted at length. Last verified October 24, 2026.
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