App Store subscription pricing in Thailand
Goods and services in Thailand cost about 31% of what they cost in the United States (World Bank price-level index, 2025). A $4.99 US subscription scaled to that price level is about $1.53, which rounds to Apple’s $1.49 price point before Apple converts it to THB.
Price-level-adjusted prices for Thailand
| US price | × 0.31 | Nearest US price point |
|---|---|---|
| $2.99 monthly | $0.92 | $0.89 |
| $4.99 monthly | $1.53 | $1.49 |
| $9.99 monthly | $3.07 | $3.09 |
| $49.99 yearly | $15.34 | $15.49 |
The last column is the US-dollar price point whose THB equivalent you would schedule for Thailand. Apple sets that equivalent from exchange rates and local taxes. AppPriceKit reads the exact THB price from App Store Connect when you connect your app, and the sample shows the full flow without an account.
Should you charge less in Thailand?
With Apple’s default equalization, a $4.99 subscription costs roughly the same in THB at market exchange rates. Measured against local prices, that is about 3.3× as expensive for someone in Thailand as $4.99 is for someone in the US. A lower local price often converts better, but the index measures prices, not incomes in your niche, so treat it as a starting point and watch your conversion and refund rates after the change.
Countries with a similar price level
- Ukraine 31% of US prices
- Malaysia 32% of US prices
- Indonesia 29% of US prices
- Philippines 33% of US prices
Source: World Bank, Price level ratio of PPP conversion factor (GDP) to market exchange rate (THA, 2025). Method: how AppPriceKit calculates a price.
See Thailand next to 17 other countries.
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