When Ring, a home‑security brand owned by Amazon.com, Inc. and headquartered in Seattle, Washington, announced a 43% hike to its ‘Protect Basic’ subscription effective 11 March 2024, customers across the United Kingdom will see the annual fee jump from £34.99 to £49.99 per device.
Consumer‑advice veteran Martin Lewis OBE, founder of MoneySavingExpert.co.uk, posted a deadline‑driven workaround on X on 3 March, urging users to cancel and immediately re‑subscribe before 10 March 23:59 GMT to lock in the old rate for another year.
Why Ring is raising prices
Ring’s public statement framed the increase as a way to "enhance the plan and give customers more value". The company points to higher cloud‑storage costs, ongoing AI development for motion detection, and expanded warranty coverage for Plus subscribers as drivers. Yet analysts note that the premium on the Basic tier has always lagged behind competitors like Google Nest Aware, which currently charges £48 per year for comparable features. The 43% jump—£15 more per device annually—represents the steepest rise since the company moved from a free‑storage model to mandatory subscriptions in late 2019.
The Martin Lewis workaround
Lewis’s tip is simple but time‑sensitive. Users must:
- Open the Ring app or log into the Ring website.
- Navigate to the ‘Subscription’ section and select ‘Cancel Subscription’.
- Confirm the cancellation (Ring will let you keep the device active until the current period expires).
- Immediately repurchase the annual ‘Protect Basic’ plan at the pre‑hike price (£34.99) before the clock strikes 23:59 GMT on 10 March.
If done correctly, the billing cycle resets, and the user enjoys the old rate for a full year, regardless of when the original subscription was set to renew.
Customer reaction and market impact
Social media erupted with accusations of greed. A poll by Netmums.co.uk on 5 March 2024 found 78% of 1,243 respondents were considering dropping the service. Industry estimates from Euromonitor International place the number of UK Ring device owners at about 2.1 million, meaning the price hike could affect roughly £31 million in annual revenue.
Key facts:
- Old annual price: £34.99 per device.
- New annual price: £49.99 per device.
- Deadline to avoid hike: 23:59 GMT, 10 March 2024.
- Estimated revenue at risk: £7.35 million per year.
- Alternative Nest Aware price: £48 per year.
What competitors could gain
Tech‑sector commentator Dr. Emily Carter of TechInsight Partners predicts a migration wave toward Google’s Nest Aware and locally‑stored solutions such as Arlo or DIY NVR setups. "If Ring doesn’t soften the increase, we could see a 5‑10% shift in market share within six months," Carter told MoneySavingExpert.co.uk on 7 March.
How to lock in the old rate
For those who missed the March 10 window, there’s still a chance to avoid future hikes: many users switch to an annual plan now and then set a calendar reminder to repeat the cancel‑and‑re‑subscribe cycle before any subsequent price change. Ring’s terms allow a subscription to be cancelled at any time, but the company may apply a short‑term fee if the plan is re‑activated within the same billing period.
Looking ahead
Ring has not signaled whether the 43% increase is a one‑off adjustment or the start of a new pricing trend. The company’s next earnings call, scheduled for 15 April 2024, may shed light on its long‑term subscription strategy. Meanwhile, consumer‑advocacy groups are urging regulators in the UK to scrutinise the practice of mandatory cloud‑storage fees, especially as smart‑home devices become ubiquitous.
Frequently Asked Questions
How does the price hike affect monthly Ring users?
Monthly subscribers will see their fee rise from £3.49 to £4.99 per device—a £1.50 increase each month, which totals £18 extra per year. The new rate applies at the next renewal date after 11 March unless the user follows the cancel‑and‑re‑subscribe trick before 10 March.
What exactly is the Martin Lewis workaround?
Lewis advises cancelling the existing ‘Protect Basic’ plan in the Ring app and immediately buying a new annual plan at the pre‑hike price (£34.99). The cancellation must be confirmed and the new purchase completed before 23:59 GMT on 10 March, resetting the billing cycle at the old rate for a full year.
Will the price increase apply to new Ring customers?
Yes. Any new subscription started on or after 11 March 2024 will be charged at the higher rate (£49.99 annually or £4.99 monthly). The workaround only helps existing customers who cancel and re‑subscribe before the deadline.
Are there cheaper alternatives to Ring’s Protect Basic plan?
Google Nest Aware costs £48 per year for similar cloud storage and alert features, while some DIY solutions let users store footage locally on SD cards or external drives, eliminating subscription fees altogether. However, these options may lack Ring’s integration with Alexa and its extensive device ecosystem.
What could happen if Ring continues raising prices?
Continued hikes could accelerate churn, prompting regulators to examine whether mandatory subscription models for smart‑home devices are fair. Analysts warn that sustained price pressure could shrink Ring’s UK market share by up to 10% within a year, benefiting rivals like Google, Arlo and local‑storage manufacturers.
