If you’ve developed a mobile app, you already know that creating a great product isn’t enough — you also need a reliable monetization strategy. The app stores are full of free downloads, so the real challenge is how to make money after users install your app.
That’s where in-app purchases (IAPs) come in. They are the backbone of modern app revenue models, helping both indie developers and big companies earn consistent income while keeping the user experience positive.
But not every in-app purchase works. Some IAP ideas perform great and lead to massive profits, while others fail to convert at all. So, what really sells?
Let’s explore the top 5 in-app purchase ideas that actually bring results, with examples and practical insights to make your next app more profitable.
What Are In-App Purchases and Why They Matter
An in-app purchase (IAP) is any paid transaction made within your app. Instead of charging for downloads, you let users pay for extra features, virtual items, or premium access.
According to Adjust, IAPs are now the most effective way to generate app revenue — accounting for billions in global app earnings.
Why IAPs work:
- They let apps stay free while still generating revenue.
- They increase user engagement and retention.
- They adapt to user intent — only active or loyal users pay.
- They make scaling easier because income grows with engagement.
In short, in-app purchases are the foundation of sustainable mobile business.
(Business of Apps Report) shows that IAPs make up more than 48% of mobile app revenue worldwide — and this number keeps growing every year.
1. Consumable Boosters and Credits
The most popular (and profitable) IAP type is consumable content — small items or credits that can be used, exhausted, and repurchased.
Examples:
- Coins, energy refills, and gems in gaming apps.
- Export tokens or downloads in productivity apps.
- Temporary features like extra filters or premium passes.
Why it sells:
- Low entry price (usually $0.99 to $4.99).
- Triggers instant reward psychology — users feel the boost immediately.
- Repeatable revenue — once used, users buy again.
Real-world example:
Games like Candy Crush Saga and Clash of Clans generate the majority of revenue through repeat consumables like energy boosts or skip timers.
Tip for developers:
Bundle consumables — “10 energy refills + bonus gift” — to encourage higher-value purchases.
More examples in Adjust’s IAP types guide.
2. Non-Consumable Premium Features
If your app offers long-term value (like photo editing, note-taking, or education), one-time unlock purchases can be gold.
What it is:
Users pay once to permanently unlock a feature — such as ad removal, access to all filters, or unlocking advanced levels.
Why it sells:
- Feels like a “fair trade” to users — one payment for lifetime value.
- Works great in apps where features don’t require constant updates.
- Easy to explain and market: “Pay once, own forever.”
Examples:
- VSCO lets users buy premium filter packs.
- Notability offers lifetime upgrades.
- Duolingo previously offered one-time Super Duolingo passes.
Tips:
- Make the benefit clear (“Remove ads permanently”).
- Offer trial usage to show value before the upgrade.
- Use limited-time discounts to nudge hesitant buyers.
Read more about non-consumable models on MobiLoud’s blog.
3. Subscription-Based Access
Subscription IAPs are the backbone of most successful modern apps — from fitness and music to AI chat and productivity tools.
What it is:
Users pay monthly or annually for continuous access to features, content, or services.
Why it sells:
- Predictable recurring revenue for developers.
- Consistent value updates for users.
- Works best when the app delivers evolving content (lessons, workouts, templates, etc.).
Examples:
- Spotify Premium charges monthly for ad-free music.
- Notion Plus gives users AI features and collaboration.
- Canva Pro sells advanced templates and branding kits.
Tips for success:
- Offer a 7-day free trial or “$1 first month” offer.
- Add fresh features regularly to justify renewal.
- Send reminders of new value before subscription renewal.
A case study by Purchasely found that top subscription apps saw 15–30% higher revenue compared to one-time purchase models.
4. Cosmetic and Personalization Items
People love to express themselves — and that’s why cosmetic IAPs are powerful, especially in social or community-based apps.
What it is:
Visual customization options that don’t affect app performance — avatars, backgrounds, stickers, skins, or themes.
Why it sells:
- Emotionally driven — users enjoy customizing and standing out.
- Low price encourages impulse buying.
- No gameplay imbalance — it’s purely aesthetic.
Examples:
- PUBG Mobile and Fortnite earn millions monthly from skins.
- Telegram sells premium animated stickers and icons.
- Discord Nitro users pay to customize profile tags and emojis.
Tips for developers:
- Offer limited-edition or seasonal items to build hype.
- Allow previews before purchase.
- Bundle themed sets (“Summer pack,” “Halloween set”).
Check how personalization increases engagement in Adjust’s IAP Overview.
5. Time-Saver and VIP Convenience Upgrades
This IAP type doesn’t sell features — it sells time. Users pay to speed up progress or skip delays.
What it is:
Premium access, faster loading, priority support, or instant completion of certain actions.
Why it sells:
- Saves time — the most valuable thing for busy users.
- Feels less intrusive than “pay-to-win.”
- Works well in both games and utilities.
Examples:
- Mobile Legends lets players buy “battle pass” for faster rewards.
- Cloud storage apps charge for higher upload speeds.
- Video editors offer “instant export” IAPs to skip queue times.
Pro tip:
Display time-savings clearly (“Save 2 hours of waiting”). Time-based metrics convert well because users understand the value instantly.
A report by Business of Apps shows that time-saving and VIP features rank among the top three monetization models for mobile games.
How to Pick the Right Mix for Your App
Not every IAP idea fits every app. The key is to combine the right ones strategically.
Ask yourself:
- What is your core user goal — speed, personalization, access, or content?
- How often do users open your app (daily, weekly)?
- Can you offer value without forcing payment too early?
- Do users prefer subscriptions or one-time unlocks?
Pro tips:
- Offer multiple entry points (low-price and premium tiers).
- Keep all purchases optional to maintain good ratings.
- A/B test pricing and monitor user feedback monthly.
- Always update the “value message” — tell users why it’s worth paying.
For implementation details, see Apple’s Developer IAP Guide or Google Play Billing Docs.
Common Mistakes to Avoid
Even the best app can fail at monetization if mistakes aren’t avoided.
- Too early paywalls: Forcing users to buy before understanding value causes churn.
- Poor UI placement: Hide or misplace the purchase button, users miss it entirely.
- Lack of transparency: Never surprise users with auto-renewals.
- No updates: Stale IAP content leads to drop in conversions.
- Overpriced items: Test pricing per region; don’t assume global uniformity.
Final Thoughts
In-app purchases are no longer optional — they are the heartbeat of app monetization.
The top five categories that actually sell — consumables, premium unlocks, subscriptions, cosmetics, and time-savers — are popular for a reason: they provide real perceived value to users.
Success depends on balance: give users enough free access to love your app, and then offer smart, useful, and well-timed upgrades.
By focusing on user experience and ethical monetization, you can turn your app into a long-term, sustainable business.