Elon Musk's social media platform, X, has recently announced a significant price hike for its top-tier subscription service, Premium+. The increase, which is a substantial 35%, will affect both new and existing users in India and across global markets. The new pricing structure came into effect on December 21, 2024. Previously, Premium+ users in India were paying Rs 1,300 per month.

However, with the new pricing, they will now have to shell out Rs 1,750, marking a 35% increase. On an annual basis, the cost has risen from Rs 13,600 to Rs 18,300, again a 35% hike. This is the largest price increase since the acquisition of the social media platform, formerly known as Twitter, by Musk in 2022.

This marks the largest price increase since the social media platform's acquisition (earlier called Twitter) by the tech billionaire in 2022. In India, the basic tier subscription rate remains unchanged at Rs 243 and premium tier at Rs 650.

In the US, the Premium+ service will cost $22 a month, up from $16. Annual subscription cost has increased to $229 from $168.
"If you're an existing subscriber and your next billing cycle starts before January 20, 2025, you'll be charged at your current rate; otherwise, the new rate will begin with your first billing cycle after that date," said X.

According to the company, Premium+ is now completely ads-free, providing an uninterrupted browsing experience. "This significant enhancement is reflected in the new pricing. Premium+ subscribers will enjoy higher priority support from @Premium, access to new features such as Radar, and higher limits on our most cutting-edge Grok AI models, ensuring you're always ahead of the curve," said the social media platform.

"Increased pricing allows us to invest more into making Premium+ better and better over time," it added. X further stated that the company has "shifted its revenue share model to reward content quality and engagement rather than ad views alone".

"Your Premium+ subscription fee contributes to this new, more equitable system where creator earnings are tied to the overall value they bring to X, not impressions of ads," it added.