We’ve updated our pricing system to give you more flexibility, better control, and uninterrupted access to key features as your store grows.
What’s changed
In the new pricing model, the biggest change is how limits work. Previously, when you reached your plan’s limit for a feature (like notifications), that feature would stop working until your usage reset or you upgraded. This was known as a hard cap.
With the new pricing, we've moved to a soft cap system. You can continue using a feature even after reaching the included limit. Any additional usage is simply billed per action based on your plan.
The table below shows how pricing, limits, and access differ between the current and new plans.
Old Pricing
Plan | Old Pricing |
Essentials | $19.90/month |
Pro | $39.90/month |
Premium | $69.90/month |
Notify Me Plus | $250.90/month |
New Pricing
Plan | New Pricing |
Starter | $9.90/month |
Standard | $39.90/month |
Rocket | $99.90/month |
Notify Me Plus | $499.90/month |
Under the new pricing system, usage is not blocked when you hit your limit. Instead, you continue using the feature and are charged a small per-action fee.
What happens if you go over the limit
These are the overage fees (per extra action):
Plan name | Extra back in stock actions | Extra wishlist actions |
Starter | $1.50 per 10 actions | $6.00 per 100 actions |
Standard | $1.25 per 10 actions | $5.00 per 100 actions |
Rocket | $1.00 per 10 actions | $4.00 per 100 actions |
Notify Me Plus | Unlimited | Unlimited |
Wishlist limits and billing
Wishlist is now included in both the previous and new pricing models for merchants who have granted transaction fee permission.
In both models, your plan includes a monthly limit on wishlist actions - counted each time a customer adds a product to their wishlist.
Here are the included limits based on your plan:
Starter: 250 actions
Standard: 1000 actions
Rocket: 5000 actions
Notify Me Plus: Unlimited
If you exceed these limits, extra usage is billed per action, according to your plan’s overage rate.
Transaction fee permission required
To enable overage billing, Shopify requires that you grant Notify Me permission to charge transaction fees. This permission unlocks a more flexible usage model where you can continue using features even after reaching your plan limits.
Why this matters
If you haven't granted this permission:
You won’t be able to use the Wishlist feature at all.
Your notifications will continue working under a hard cap, meaning they stop once you reach your monthly limit.
If you have already granted this permission (for example, if you're using SMS or PreOrder):
Wishlist is available to you, with a monthly usage limit and soft cap billing. You’ll be charged only if you go over the limit.
Your notifications will remain on a hard cap until you move to the new pricing plan.
How to see the new pricing
If you go the the pricing page, You’ll see a See new pricing button. This will show you all four updated plans, including their monthly limits for:
Back-in-stock requests
Notifications
Wishlist actions