Spotify Technology S.A. has announced plans to raise subscription prices in select markets starting September 2025 as it rolls out new services and features. The company aims to enhance its offerings while pursuing a target of reaching 1 billion users. Spotify's premium individual subscription price will increase from €10.99 to €11.99 in several regions. Alex Norström, Spotify's Co-President and Chief Business Officer, stated that price increases are now "part of our toolbox," emphasizing that these hikes will be accompanied by new features. Among the new additions, Spotify is launching an in-app messaging feature for free and premium users aged 16 and older in selected markets on mobile devices, allowing users to share content such as audiobooks more conveniently. Despite ongoing efforts, Spotify's previously discussed "super premium" service for music super fans, which has been in planning since at least 2023, has faced delays and its launch remains uncertain due to challenges in securing partnerships and margin issues. The company has implemented price increases over the past two years as part of its strategy to boost profitability and expand its user base.