25% price increase (US) - Reasons?

[pcorning]

I received an email that Google is increasing the price of my Nest Aware by 25%.

I called Nest Aware support to ask for the reason and what functionality is being added to justify the price increase.  Instead of Nest Aware support I was connected to Doorbell support. They claimed to have just heard about the price increase themselves and knew nothing about it.  They then got very rude and hung up on me when I asked to speak with Nest Aware support.

Has anyone else gotten any answers from Google?

UPDATE:

I finally got someone from Google Nest Aware support on the phone.  The price increase was indeed a surprise even to the Nest Aware staff.  They don't know the reason and haven't been told anything.  They have been getting endless questions/complaints about this and don't have anything to say.  They claim the Google engineers are going to be sending out another notice soon with more information to justify themselves, I'm having a hard time believing that will happen.

I'm unfortunately "all in" with Google Nest products; I've purchased so many! ☹️  It would cost me a LOT of money to switch.  However!  I currently only have the basic Nest Aware right now, I looked into what I would lose going to the free tier and that is acceptable until I can save up to drop Google completely.

[Raiderdude]

The 25% increase is not commensurate with the cost of living nor my 2-3% salary increases every other year. Google seems very greedy, as well as YouTube subscriptions.  They are not incline with everyday people.  In addition 50% of the Nest features are going away and the camera's are not as effective.  This is a bad look Google!

[RGhandhi]

ATTENTION GOOGLE NEST AWARE CUSTOMER SERVICE:

URGENT REPLY REQUIRED PLEASE 

Why is GOOGLE GOUGING existing customers AGAIN?

Why Hit your most loyal Nest aware customers?

Why? We love our Google products and services.

WHY is GOOGLE making another CASH GRAB, adding a notice sounding like 

"if you don't like it, Cancel your subscription". 

as a solution?

If you have any Google Nest product cameras or doorbells. As of September 30th, 2025, Google Services is increasing their annual monitoring rates AGAIN.

Last year, the price went from 

80$+tax to 100$+tax (in Canadian dollars).

This year, it's again jumping up another 

30$+ tax (in Canadian dollars)

Making it 

$130+tax (in Canadian dollars) as of September 30th 2025.

I have posted this on the GOOGLE nest community forums re: customer relations to escalate my concern.

You may also, should you wish.

https://www.googlenestcommunity.com/t5/forums/postpage/board-id/Subscriptions

[tjsisti]

Agreed, I’m not happy with the increase either. Mine is $150 USD now.

[RGhandhi]

It's simply GOUGING after a PROMISE to consolidate cameras and services to better serve us?

An out and out lie, we as a community HAVE FOUND OTHER options.

We loved our Google services.

We HOPE THEY REVERSE THEIR INCREASES ASAP.

[tjsisti]

Edit: I meant it was increased from $150 annually to now $200 as of my last renewal. $100-$120 seemed fair to me.

[WeatherNLU]

I am done.  I am going to have to replace 4 cameras, a doorbell, a thermostat and a piece of junk $500 mesh WIFI system that I have hated since day one anyway but I am done.  Enough is enough.  

[tdfons60]

I have not seen any change to my subscription and cannot access previous camera views. 

[Heiduchi]

I don’t know where to send my message to show how disappointed I’m, so im posting here.
I can’t believe they’re charging more for this subscription. I don’t know where to go to send  an email to Google home. Wow 😡 I think I will cancel, over 33% increase, for what !!!!  My back camera is crap, I’m very unhappy with this product, I’m on Medicare, I don’t work and on Social Security, I don’t have the extra cash. This company is greedy, never enough 😠🤬🤬

DONT AUTO SUBSCRIBE ME !

[Darrenraynor]

Thanks but no thanks, take my £6/month or take another lost customer. The power is in your hand subscribers, don’t be exploited, you don’t really need another subscription that is akin to a streaming service! 

[Heiduchi]

Sorry. I feel the same way. When will it be enough… could it be that it’s because tariffs are putting on other countries depending on where they’re getting their things from 

[Yoooooojhh]

Bullcrap! Stop blaming tariffs, Google is an international company and they get subsidies. They’re not feeling any pain from the tariffs. Why is the US Inflation so low lol, This is strictly Google raping people over the coals and charging this every single year and raising their rates or haven’t you noticed that? Oh, when did the tariff start again? Stop blaming that! It’s Google PERIOD!!

[Heiduchi]

Easy there 😂  I’m not blaming tariff. I’m very upset about this going up again. You should look me on the chat and read my message. I feel like canceling  my subscription. It’s like everybody is going up on everything peacock Netflix you name it. It’s never enough they want more and more and more and they don’t care who they’re getting it from. When I mention the tariffs, it’s another reason because everybody’s going up because they got to pay for things that are made elsewhere and excuse me for not knowing that they take care of everything here.

[Tanquen]

I look forward to streaming services blocking you (folks in general) from canceling one month and then joining six months later to binge the one or two shows that you actually want to watch.
Like this will be the next thing streaming services due to folks. Like this is where things are heading because companies are terrible.

[Heiduchi]

Lol I don’t know who you think you’re to be saying anything like that to me and I wouldn’t be canceling, just to clarify what you’re saying, I would probably come down on my services that I’m using, that’s not counseling !! Maybe you should read the whole conversation before You give your opinion !!

[Karenbarry]

Price increase ?

[Heiduchi]

Aren’t we getting a price increase? I was paying $150 a year and now it’s going up to 200