Whoop Inc., renowned for its screen-less fitness bands, is currently dealing with significant backlash from its subscribers following the announcement of upgrade fees for new models. This decision comes after the company previously assured users that they would not be charged for hardware upgrades. On Thursday, Whoop unveiled its latest offerings, the Whoop 5.0 and Whoop MG, which boast enhanced sleep tracking capabilities and new features like blood pressure monitoring in the premium model.
Whoop operates on a unique business model that involves charging users an annual subscription fee, which ranges from $199 to $359 per year, rather than requiring an upfront payment for the hardware. Historically, the company has communicated that subscribers who have been members for at least six months would receive new hardware at no additional cost, alongside ongoing software updates for existing devices. In a now-deleted blog post from last year, Whoop stated, “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.”
Furthermore, the company emphasized its commitment to delivering regular updates without necessitating the purchase of new devices. However, with the launch of the Whoop 5.0 and MG, the policy has changed. Users are now required to either extend their subscription or pay a $49 upgrade fee to access the new devices. Existing users of the previous model, the Whoop 4.0, which was released in September 2021, will miss out on new software features, including advanced women's health tracking and a feature that estimates physiological age.
A spokesperson from Whoop stated, “like any company, we from time to time update our commercial policies.” This statement was accompanied by the assertion that Whoop is striving to make its services more accessible, introducing three tiers of membership, including one priced at a record low of $199. The spokesperson also assured users that the Whoop 4.0 will continue to receive support and new features for subscribers on the $239 Peak membership.
Despite the company's efforts to clarify its policies, existing subscribers have taken to social media platforms such as X and Reddit, voicing their frustrations. Many users have accused Whoop of being deceptive, labeling the situation as “lying,” “rug pulling,” and “forcing users to pay extra” due to the apparent shift in the upgrade policy. Some subscribers have even threatened to cancel their memberships in response to the change. A popular Reddit post titled “Whoop lied to us. End of story” has garnered over 790 upvotes, while another post titled “Whoopgate — The receipts,” which highlights the previously mentioned deleted blog post, has attracted around 1,500 upvotes and approximately 280 comments.
The uproar surrounding Whoop's recent policy change underscores the challenges companies face in maintaining transparency with their customer base. As the fitness technology landscape continues to evolve, it remains to be seen how Whoop will navigate this backlash and restore trust among its subscribers.
