Many of the most popular apps cost nothing to download. The services are paid for in other ways: through advertising, through selling premium features to a minority of users, or through the data that users generate. Economists describe these as two sided markets, in which a platform serves one group, the users, in order to attract another, the advertisers or business customers who pay.
Free pricing has real benefits. It lowers barriers to access and allows services to grow quickly, which can make them more useful for everyone, as a messaging app is more valuable when more people use it. But it also changes incentives. If revenue depends on attention, the product may be designed to maximise time spent rather than value delivered, and users may find it hard to judge the true cost of a service they do not pay for directly.
Regulators have begun to ask whether users should be told more clearly what they give up in exchange for free services, and whether data should be treated as a form of payment. The answers are not simple, but the question itself marks a shift: free is increasingly understood as a price of a different kind.