Should I Pay for App Reviews or Grow Them Naturally?

App reviews can make or break your mobile app's success—and I mean that quite literally. After years of building apps for clients across every industry you can think of, I've watched brilliant apps struggle because they ignored their review strategy, and I've seen mediocre apps thrive because they got this one thing right. It's a bit mad really, but your star rating and the words people write about your app matter more than almost any other marketing effort you'll invest in. When potential users land on your app store page, the first thing they do is scroll straight to those reviews; they're looking for validation that downloading your app wont be a waste of their time or storage space.

The question isn't whether you need reviews—you absolutely do. The real question is how you get them. Should you pay for reviews to kickstart your ratings? Or should you focus entirely on growing them naturally through organic user feedback? Here's the thing—there's a massive difference between these two approaches, and choosing the wrong path can actually get your app suspended or delisted from the app stores. Its not just about ethics or following the rules (though thats important too), it's about understanding what actually works in the long run for user acquisition and retention.

The way you approach app reviews reveals everything about how you think about your users and your apps long-term success.

Look, I've seen companies try every shortcut imaginable to boost their review counts and star ratings. Some of those shortcuts worked temporarily... until they didn't. The app store algorithms have gotten smarter over the years, and they can spot fake or incentivised reviews faster than you might think. But more importantly, real users can spot them too. When someone's considering whether to download your app, they're not just looking at your 4.8-star rating—they're reading the actual reviews, looking for specific feedback about features, problems, and real experiences. Fake reviews stick out like a sore thumb, and they erode trust before you've even had a chance to win a user over.

Why App Reviews Actually Matter for Your Success

Look, I'm not going to dance around this—reviews are basically the lifeblood of your apps visibility in the store. They're not just nice to have, they're actually one of the most important factors in whether your app sinks or swims. And I mean that quite literally.

Here's the thing most people dont realise: app store algorithms use reviews and ratings as a major ranking signal. An app with 4.5 stars and 500 reviews will almost always rank higher than an identical app with 3.8 stars and 50 reviews. Its just how the system works. But beyond the algorithm stuff, there's the human element—people genuinely look at reviews before downloading anything. Think about your own behaviour; when was the last time you downloaded an app with a 2-star rating? Probably never.

The numbers tell a pretty clear story. Apps with ratings above 4 stars get downloaded significantly more than those below that threshold. Even moving from 3.9 to 4.1 can make a massive difference to your conversion rate on the app store listing. I've seen apps double their download numbers just by improving their rating from the high 3s to the mid 4s—no other changes needed.

But here's what really matters: reviews affect your entire business model, not just downloads. They impact your user acquisition costs because better-rated apps convert better, meaning you get more downloads per pound spent on marketing. They influence investor confidence if you're fundraising. They even affect whether platforms like Apple or Google will feature you in their editorial selections. A good review score opens doors; a poor one closes them pretty quickly. And that's before we even talk about how reviews provide genuine feedback about what's working and what needs fixing in your app.

The Truth About Paid Reviews and App Store Guidelines

Right, lets talk about something that comes up in almost every conversation I have with clients who are anxious about their apps initial launch—buying reviews. I get it, I really do. You've spent months (maybe years) building your app and the thought of launching to complete silence is terrifying. But here's the thing—paying for reviews is not just a bad idea, its actually against the rules. And when I say rules, I mean the kind that can get your entire app removed from the stores.

Both Apple and Google are very clear about this in their guidelines. You cannot incentivise reviews with money, you cannot use third-party services that promise you hundreds of five-star ratings, and you definitely cannot create fake accounts to review your own app. I've seen apps that spent £50,000 on development get permanently banned for buying £200 worth of fake reviews—its absolutely not worth the risk. The app stores use sophisticated algorithms to detect unnatural review patterns; sudden spikes in positive reviews from new accounts, reviews that all use similar language, or accounts that review multiple apps in the same category on the same day. They're looking for this stuff.

But there's another reason to avoid paid reviews that's just as important—they don't actually work. Sure, you might boost your rating temporarily, but those fake reviewers aren't real users who'll stick around, refer friends, or provide genuine feedback about what's working and what isn't. You know what? The analytics teams at both Apple and Google factor in much more than just your star rating when ranking apps. They look at retention rates, engagement metrics, and how long people actually use your app after downloading it.

What Actually Counts as a Violation

The app store guidelines are pretty comprehensive, but sometimes people think they've found a clever workaround. They haven't. Here's what will definitely get you in trouble:

• Paying any service or individual to write reviews for your app
• Offering in-app rewards, currency, or features in exchange for positive reviews
• Using bots or automated systems to generate reviews
• Creating multiple accounts yourself to review your own app
• Asking your development team or family members to leave reviews without disclosing the relationship
• Trading reviews with other app developers

If you're even asking yourself "is this allowed?" the answer is probably no. The safest approach is to only ask real users who've genuinely used your app to share their honest experience—nothing more, nothing less.

I've worked on apps that got flagged for review violations and the appeal process is honestly a nightmare. It can take weeks to resolve and there's no guarantee you'll get reinstated. Even if you do get back in the store, you've lost precious momentum and damaged your apps reputation. Some clients have told me they thought the risk was worth it because "everyone does it"—but that's simply not true, and the successful apps I've worked on have never needed to resort to these tactics.

How Organic Reviews Work and Why They're More Valuable

Right, so here's the thing—organic reviews happen when real people use your app and decide on their own to write about their experience. No incentives. No prompting at the perfect moment. Just genuine feedback from actual users who felt strongly enough to take time out of their day to leave a review.

I've watched this play out hundreds of times now, and organic reviews have something that paid reviews simply can't replicate: authenticity. Real users write differently than people who are getting paid or rewarded. They mention specific features. They talk about actual problems your app solved. They complain about bugs in ways that help other potential users make informed decisions. And you know what? App store algorithms can spot the difference too.

Apple and Google have gotten really good at identifying patterns in review behaviour—things like when multiple reviews come in at once, when the language sounds too similar, or when accounts leaving reviews dont show normal usage patterns. Its a bit mad really, but they can detect if someone downloaded your app just to leave a review and then never opened it again. Organic reviews come from accounts with full download histories, varied app usage, and natural writing styles that machines are learning to recognise.

But here's where it gets interesting; organic reviews tend to come from your most engaged users. These are the people who've actually spent time with your app, who understand what it does, and who have formed a real opinion about it. When other potential users read these reviews, they see themselves in the stories. They trust them more because the experience feels relatable and honest, not like marketing copy dressed up as user feedback.

The App Store and Google Play both factor review velocity and engagement into their ranking algorithms. A steady trickle of organic reviews over time signals that your app has staying power—that people keep finding it useful weeks and months after downloading. Paid reviews often come in bursts that look suspicious to these systems, which can actually hurt your visibility rather than help it.

Smart Ways to Encourage Real Users to Leave Reviews

Getting people to leave reviews isn't about begging or bribing—its about timing and making the process feel natural. I've tested dozens of approaches over the years, and what works best is catching users at their happiest moments; when they've just completed something meaningful in your app or experienced a win that your app helped create.

The in-app prompt is your main tool here, but you've got to be smart about when it appears. Don't interrupt users whilst they're in the middle of something important. Instead, wait until they've finished a task, reached a milestone, or actively engaged with your app multiple times. Most apps wait for at least three meaningful sessions before asking, which feels about right from what I've seen in my own projects.

Making the Ask Feel Personal

Here's where most apps get it wrong—they use generic, boring prompts that feel like spam. The message needs to acknowledge what the user has actually done in your app. If they've just completed their tenth workout, mention that achievement. If they've successfully transferred money five times without issues, reference their positive experience. Context matters more than people think.

The best review prompts feel like a natural conversation, not a corporate demand for feedback

Give Users a Reason Beyond Helping You

People are more likely to leave reviews when they understand it helps other users make better decisions, not just boost your ratings. Frame your request around community benefit—"Help others discover whether this app is right for them" works better than "Please rate us!" I mean, we're all a bit skeptical of apps that desperately ask for five stars, aren't we?

And don't forget to close the loop. When users do leave feedback (especially constructive criticism), respond to it publicly. This shows potential reviewers that their voice actually matters and isn't just disappearing into a void somewhere.

The Right Time and Place to Ask for Feedback

Timing is everything when it comes to getting reviews—and I mean everything. Ask too early and users haven't experienced enough of your app to form a proper opinion; ask too late and they've already moved on with their lives. The sweet spot? Right after a user has accomplished something meaningful in your app.

I've seen apps make the mistake of triggering review prompts the moment someone opens the app for the first time. Bloody hell, give them a chance to actually use it first! The best time to ask is when a user has just had a positive experience—maybe they've completed their third workout, finished a level, made their first successful payment, or achieved a goal they set for themselves. They're feeling good about your app in that moment, and thats when they're most likely to leave positive feedback.

When Not to Ask

Here's the thing—there are definitely wrong times to ask for reviews. Never interrupt someone mid-task or when they're trying to accomplish something important. Don't ask after an error message or when something's gone wrong (seems obvious but you'd be surprised). And please, don't bombard users with multiple requests if they've already declined once.

Where to Place Your Request

The placement matters just as much as timing. Use Apple's native SKStoreReviewController or Google's in-app review API—these feel less intrusive because they're built into the operating system. Avoid creating custom pop-ups that block the entire screen; users find them annoying and they can actually hurt your conversion rates.

Here are the best moments to ask for feedback:

• After a user completes a key action for the third or fourth time (shows they're engaged)
• Following a positive interaction like saving money, reaching a milestone, or solving a problem
• When usage patterns show consistent engagement over several days or weeks
• After customer support resolves an issue successfully
• When a user voluntarily shares your app with someone else

Remember, you only get a limited number of review prompts per user per year on iOS, so make each one count. Don't waste them on users who've barely scratched the surface of what your app can do.

Common Mistakes That Kill Your Review Strategy

Right, let's talk about the ways most apps completely mess up their review strategy—because honestly, I see these same mistakes over and over again. First up is asking for reviews way too early in the user journey. I mean, if someone's just downloaded your app and opened it for the first time, they haven't experienced enough to form an opinion yet. Its like asking someone to rate a film after watching the opening credits. Makes no sense, does it? But I see apps doing this constantly, and it just annoys users before they've even had a chance to see what the app can do.

Another massive mistake is bombarding users with review requests. Some apps ask every single time you open them. Every. Single. Time. That's not a strategy—that's harassment. Users will ignore your requests, leave negative feedback out of spite, or worse, just delete your app altogether. You need to be respectful of your users time and attention; they're giving you enough already by using your app.

The Biggest Review Strategy Failures

Here are the most common mistakes that will absolutely destroy your review acquisition efforts:

• Asking for reviews immediately after download without letting users experience the app first
• Requesting feedback too frequently—users remember when you've already asked them
• Not fixing obvious bugs before asking for reviews (this one drives me mad)
• Ignoring or deleting negative reviews instead of responding to them professionally
• Using manipulative tactics like offering incentives only for positive reviews
• Failing to monitor review sentiment and adjust your app based on feedback
• Only asking happy users for reviews and avoiding feedback from struggling users

Never ask users for a review right after they've experienced a bug or error—that's the worst possible timing and you'll get feedback that reflects their frustration rather than their overall experience with your app.

The other thing that kills review strategies? Not responding to reviews at all. When users take time to leave feedback and they see the developer doesn't care enough to respond, it sends a clear message. And that message is "we don't actually value your opinion." Look, responding to reviews takes time—I know that—but it shows you're listening and actively working to improve. Even a simple "thanks for the feedback, we're looking into this" can make a difference to how users perceive your commitment to the app.

What to Do When You Get Negative Reviews

Right, lets talk about the thing that makes every app owner's stomach drop—negative reviews. I've seen clients panic over a single one-star review, and honestly? I get it. But here's the thing—negative reviews are going to happen, and they're not always the disaster they seem to be. Actually, how you respond to them can make you look better than having perfect five-star ratings across the board.

First thing first: respond quickly. And I mean within 24-48 hours if possible. Users who leave negative reviews often just want to be heard; they want to know someone actually cares about their problem. When you respond thoughtfully to a negative review, other potential users see that you're engaged and willing to fix issues. That matters more than you'd think.

Your Response Strategy

Never—and I can't stress this enough—never get defensive or argue with reviewers. I've seen businesses destroy their reputation by getting into public arguments in the review section. Its not worth it. Even if the reviewer is completely wrong or being unreasonable, stay professional and empathetic. Thank them for their feedback, acknowledge their frustration, and offer to help solve the problem. Simple as that.

Here's what your response should include:

• A genuine apology for their poor experience (even if its not entirely your fault)
• Acknowledgment of the specific issue they mentioned
• A brief explanation if there's been a misunderstanding
• Clear next steps—usually directing them to email support for personalised help
• Information about any fixes you've already implemented

Turning Negatives Into Positives

Something I've noticed over the years is that some of your harshest critics can become your biggest advocates if you fix their problem properly. People are genuinely surprised when companies actually listen and take action. I mean, most apps just ignore feedback completely, so when you don't? It stands out. Sometimes users will even update their review after you've resolved their issue—which looks brilliant to anyone reading through your reviews later. The key is treating every negative review as an opportunity to show how much you care about your users experience, because that's what it really is.

Building a Long-Term Review Generation System

Right, so here's where most app developers get it wrong—they treat reviews like a one-time thing. They launch their app, ask for a few reviews, then move on to building new features. But that's not how successful apps do it; they build systems that keep generating reviews month after month, year after year.

The best approach I've found is to bake review generation into your app's core experience. Not in an annoying way, but as a natural part of how users interact with your product. When someone completes a meaningful action in your app—finishes a workout, makes their tenth purchase, achieves a goal—that's when you've earned the right to ask for their feedback. Its not about bombarding people randomly, its about timing your request when they're feeling good about what they've just done.

You also need to track what actually works. I mean, seriously, set up analytics to see which prompts get the most responses, which user segments are most likely to leave reviews, and what messages resonate best with your audience. This data becomes gold over time because it shows you exactly where to focus your efforts.

And here's something people forget—your review system should evolve with your app. What worked when you had 100 users might not work when you have 10,000. Maybe early users needed more hand-holding, but later users want something quicker. Test different approaches, keep what works, and don't be afraid to change things up.

The apps that win the long game are the ones that make collecting feedback feel like a conversation, not a transaction

Create a calendar, basically. Schedule regular check-ins where you review your review strategy (bit meta, I know). Look at your numbers, see what's changed, and adjust accordingly. This isn't set-and-forget stuff—it requires ongoing attention, but the payoff is worth it because you'll have a steady stream of fresh reviews showing potential users that your app is actively loved and used.

Conclusion

Look, I've spent years building apps and working with clients who are desperate for more reviews—and I get it, reviews can make or break your apps visibility in the store. But here's the thing you need to remember: there's no shortcut that won't come back to bite you later. Paid reviews might seem tempting when you're staring at a fresh app with zero ratings, but the risks far outweigh any temporary boost you might get. Apple and Google have entire teams dedicated to sniffing out fake reviews, and their algorithms are getting smarter every day. Is it really worth risking your entire app getting pulled from the store?

Growing reviews naturally takes longer—there's no getting around that fact. But what you get is genuine feedback from real users who actually care about your app. These are the reviews that convert new users because they sound authentic, they address specific features, and they feel honest. Sure, you'll get some negative ones along the way (we all do), but those give you the chance to respond, show you care, and actually improve your product. I've watched apps with hundreds of obviously fake 5-star reviews get ignored by users who can spot inauthenticity a mile away.

The best approach? Build review requests into your user journey naturally, respond to every review you get (good or bad), and focus on making an app that people genuinely want to recommend. Its not complicated really—just make something worth talking about and give people easy ways to share their thoughts. Your review count will grow slower than if you paid for them, but you'll sleep better knowing your app won't disappear overnight because you tried to game the system. And honestly? That peace of mind is worth more than any fake review could ever be.