When Whoop transitioned from direct hardware sales to a subscription-only model for in 2018 during the Whoop 3 era, the company softened the blow by telling subscribers they’d get free updates to any hardware, a policy which continued into this year.
“Additionally, instead of purchasing new hardware every time an updated model is produced, WHOOP members receive the next-generation device for free after having been a member for six months or more,” the company said in a 2024 blog post that was live as of March 28 this year (via The Verge).
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However, now the Whoop 5.0 has arrived, the company has updated its upgrade policy and it’s not sitting well with those members who’d signed up believing that as long as they retained their subscription, they’d always have access to the newest software features and most advanced hardware.
As of May 8 the company is advertising a one-time upgrade fee of $49 or $79 depending on whether you choose the Whoop 5 or Whoop MG. That can be waived by users extending their memberships by another 12 months at the same price new subscribers pay.
So there’s not really much benefit for being a loyal subscriber and, if you’re not sure you want to keep using Whoop for another year, you’ll be paying a fee Whoop told for hardware you thought you wouldn’t have to pay.
If you bought a Whoop super-recently and are now bummed you have to fork out to upgrade from Whoop 4 to a Whoop 5, the company will waive the fee if you joined within 30 days.
As the report from The Verge points out, people are upset about Whoop reneging on its policy, with some now considering alternative hardware.
“One of the main reasons I chose a Whoop over an Apple Watch was due to the free hardware upgrades,” writes one of many miffed contributors to the Whoop subreddit. “Conveniently my 12 month subscription is up around the same time the Apple Watch is released. The cost isn’t the issue, it’s them changing what was promised.”
Trusted Reviews has contacted the company’s top brass directly for a comment.
UPDATE: A Whoop representative issued a statement to Trusted Reviews saying:
“The information referenced was pertaining to a previous launch, and is an error of fact. Like any company, we from time to time update our commercial policies.“
“With the launch of the WHOOP 5.0, we’ve worked to make WHOOP more accessible to more people and are now offering three tiers of membership, including our lowest price point ever with WHOOP One at $199. The WHOOP 4.0 will also continue to be supported, with members receiving new features available on our Peak membership.“
We are not sure how referencing information that was live less than six weeks ago, when the company knew a new generation was imminent could be characterised as an “error of fact”.
Opinion
Users have every right to be miffed about this change. As little as 14 months ago the company was telling anyone who got a Whoop 4 and maintained a membership, they would get an upgrade when the time came.
That’s the idea of the subscription model isn’t it? You keep paying and you get the new stuff.t.
Whoop wants its cake and to eat it too. I’m not surprised the loyal base is kicking off and threatening to leave the platform entirely.
