Are subscription trials dead in South Korea? What developers need to know about the country’s new subscription rules

Since February 14, 2025, South Korea has implemented new regulations under the amended Electronic Commerce Act to address deceptive practices in in-app subscriptions and free trials, aiming to enhance user protection and transparency. These changes target "dark patterns" by requiring explicit user consent for subscription renewals and prohibiting manipulative tactics like hidden renewals and complicated cancellation processes. Apple and Google are now responsible for managing user notifications for consent, reducing developer workload but limiting last-minute retention strategies. The impact on app performance in the country has been significant, with Android experiencing a notable drop in trial conversion rates, while iOS remains relatively stable. Developers are encouraged to adapt their strategies by ensuring transparency, offering alternative subscription models, and closely monitoring conversion data, as these regulations may eventually influence other markets. Despite the challenges, these changes offer an opportunity to build stronger, trust-based relationships with users by respecting their decision-making process and clearly communicating the value of subscriptions.