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.

[Hinch1]

Believe me soon as I find a suitable replacement I can afford I plan on canceling all google services 

[CoreyAStewart]

Going from $60 to $100 a year in like 3 years is **bleep**ED.  Very cool they're passing the cost of the $1 million bribe they gave the President on to their customers. 

[Gizbug]

Greed

people are leaving the Google ecosystem in droves now because of this 

[Jxgen]

Well two options

1. With the $200 I save cancelling service, I can make a great start into a self hosted solution "with better cameras".

2. switch over to ummm,, about anyone else charging same price with much much better cameras. sell old ass google cameras.

GOOGLE...your cameras are old, the service is not very good. others of same price offer much better cameras and features.

[Jxgen]

Went with option #2 Sold all cameras and purchased from another company "2k,color night vision, local SD record and way cheaper "pocketed 100 profit after purchase of replacments" NOV. my subscription is up saving me 200. Thank you Google for being greedy D-bags it ended up working out better for me then you,,LOL. 

[Tanquen]

It really seems that they want to kill Google home and Nest. They got rid of the security stuff and the Nest smoke detectors.

[Choldorf84]

This sounds like the move! Can I ask how much you got for them? I have 3 Google nest cameras 

[Jxgen]

i sold 2 for 50 "used" and 2 for 60 "open box"  replaced with 4 wyze v4 "prime day sale 24 each.

Wyze are cheap but still way better then nest.

[Tanquen]

I don't get to tell my employer that I now need 33% more. This just seems like they want to kill the ecosystem. I'll give you $200 a month for my aware account if I get $15 every time I stare at a spinning circle when I try to look at video from one of the cameras.

[MrNumnuts]

My last post was wrongfully merged into a US post.

Due to this crazy 67% increase on top of a 20% increase already imposed from a small while back I have cancelled my subscription and I recommend that other users from all over the world do the same to send a strong message to Google. The price being charged is insane for the small amount of service you get compared to other doorbell/alarm security subscriptions. Once my subscription is up I will be moving to another service and Google will never get another cent from me again. Shamefull!! 

[mdr2]

I completely agree with you.  I'm am livid over this announcement. With SO MANY companies releasing base-stations that record the camera s24/7 that live in your home and don't have any monthly fees and they go and do this is beyond me.  Once I find a good replacement I will move to that platform.

[Yoooooojhh]

My post was moved too WTH! Google moving things like their shady pricing!! F Google 

[Ozrence]

I am writing to express my profound disappointment and extreme dissatisfaction with the recent, exorbitant price increase for my Nest Aware subscription. I have been a loyal customer, and I was utterly shocked to discover that my annual subscription fee has been raised from approximately AUD $240 to AUD $300. This represents a staggering and completely unjustified increase of 25%.

To put this into perspective, a 25% price hike is an unprecedented and frankly insulting adjustment. In today's economic climate, very few, if any, individuals receive a 25% pay raise in their employment. This drastic increase suggests a complete disregard for customer loyalty and financial burden. It is unreasonable and unsustainable for a service provider to implement such a significant jump in cost without clear, substantial, and tangible improvements to the service that would warrant such a premium.

I have not been made aware of any new features, enhanced services, or significant upgrades that would justify this monumental increase. Without a clear and compelling explanation, this feels like an arbitrary decision designed solely to extract more revenue from existing customers.

I am deeply concerned by this decision and the lack of transparency surrounding it. As a consumer, I expect fair pricing and reasonable adjustments, not sudden and extreme surges that disrupt personal budgeting.

I request a thorough explanation for this 25% price increase. Furthermore, I urge you to reconsider this new pricing structure for existing loyal customers or provide a viable alternative that reflects a fair and justifiable cost for the service provided.

I look forward to your prompt response and a satisfactory resolution to this matter. Failure to address this issue adequately will unfortunately lead me to consider alternative security solutions from competitors.

[newton-tony]

I know shorter event history (30 days versus 60 days?) but are there any other disadvantages from just signing up to Google One Premium for £79.99 (UK price and includes Nest Aware in the subscription)?

[olivierh]

Hi Google. Since your country went crazy with your MAGA thing bringing fascism at a hudge new level, and because you and your other idiots tech'enterprise friends decided to vote for this evil politics you thing that you can do whatever you want. Well let me tell you one thing : bye bye !

I won't renew my nest aware, and better, I won't buy anything from your compagny for the next years. It is now time to fight for our freedom, against fascism, ignorance, and evil ! 

As a europeen I thing it is time to make your compagnie pay your due : tariff, tax, ...

So Bye Bye Google !

[Dries]

I agree

[Matthijs1976]

Dear community,

I believe the recently announced increase in price of the Nest Aware membership - across the globe - is almost criminal. Google believe they can misuse the vendor lock-in and hardware replacement costs to drive up the price of essential services. +66% to "cover inflation". It is just a blatant misuse of power and underestimation of the average consumer. 

It is the first time ever (although Spotify made me give up family membership because of also an outrageous price increase) I have cancelled my subscription to Google Nest Aware. I suggest you do the same. It is the only way they will listen. Money hungry billionaires.... 

[Dries]

I completely agree! 

[PristDean]

Agree, cancelled mine yesterday. This outrageous price increase leaves a nasty taste in my mouth, one of disgusting greed.

[sackybear]

I am trying to cancel my subscription with Nest Aware but having troubles,  I have followed instructions but can't seem to get it done, any suggestions or is there a number to call?

[PristDean]

This may help:  https://support.google.com/store/answer/15315856?sjid=14150766567229284891-NC&hl=en-GB

[Pullingrank]

Completely put off by nest aware price gouging. I just got an email stating my subscription was going from $100 a year to $130 a year Canadian. That is highly unacceptable to me. I have canceled my subscription. Well I enjoy the products, principal over victimization. This is not okay. The greed is out of control.

[PristDean]

Totally agree, I cancelled mine too. Recently back from Miami where I walked past a 1/2 Billion dollar yacht owned by a Google co-founder. Perhaps it's in need of servicing hence the price increases 🙂

[Yoooooojhh]

Just got an email stating that my subscription will go from $150 to $200 a year now?! Google sure does think a whole lot of themselves after canceling our nest secure security system and rendering it useless after I spent almost $1000 on that alone and now this!  I’ll never ever ever ever ever buy anything related to Google and I can’t wait to get rid of these cameras they are the worst company in the world. All they keep doing is raising their prices, taken away features or rendering complete system useless what a crapp company!!!!

[Sandyroo]

Goodbye NEST Aware. It’s already so unreliable, randomly missing events completely and ringing the doorbell long after the delivery or visitor is gone. Notice of price increase has no stated justification, no new or improved service. Not even a wedding in Venice. So disappointing. 

[Sandyroo]

Note, Bezos (Venice wedding) is Amazon. Google is owned by Alphabet, a multinational corporation behemoth. Google founders Larry and Serge left in 2019, living the good life now. The Alphabet CEO and Board are taking the bet enough subscribers will take this laying down. Personally, I wouldn’t abuse beautiful Venice that way (even if I could).

[Leeway]

I get it that things can cost more these days to reflect things like inflation or the Orange Pig’s tariffs but to increase out Nest Aware fee by 25% is nothing more than GREED!

While Bald Boy is enjoying a  $50,000,000 wedding party, the rest of us are having a hard time keeping up with everyday life! 
Blatant GREED!

[crashton]

Going from $120 to $150 to $200 in 2 years is just unacceptable. There are no features that Google provides that justify $200. Despite having been subscribed to Nest Aware for 4 years and have had a price increase 3 out of 4 years! I don't mind paying for something but I 25% and then 33% price increase?!? Using Google math that means for my 3 cameras I will be paying $1000 a year by 2028! (Yes that is sarcasm) That being said I can have a fully monitored system from $288 a year! 

If Google has more features or more services I might resubscribe but right now 200 years unacceptable in my situation for three little cameras.

[Numz]

100% agree!!! This is ridiculous! The service isn't reliable to say the least. There have been multiple times I've had a video alert where it looked like it might be an emergency but the video of the event was not immediately available and it took 5-10 minutes before it was! In an emergency, it needs to be available immediately!!! 

The playback and scrolling of a video is terribly choppy. How the hell do they justify this price increase when the service is so bad!? Especially when some services like my Yale lock are still managed in the nest app!

They were counting on it being too costly for people to replace all their cameras. 😢

[crashton]

Right!! Don't even get me started on the lack of integration for The Nest smoke alarm! I had a neighbor telling me that my smoke alarm was going off I tried turning on my cameras I couldn't even see what was going on luckily it turned out it was just hot water steam rising but for god sakes that was really scary because Nest wouldn't work with Google and Google wouldn't work with Nest yet they're supposed to be integrated. 

Can't believe I'm going to say this but it's almost looking like ADT might be worth it

[Choldorf84]

Not going to sign up for nest aware because of this price increase 

[Klehua]

The price increase email is ridiculous and reading through these comments seems like the staff wasn't prepared and notified about the increase, goes to show how disconnected they are internally as well as their customer base. The email sent to me stated an increase from $150 to $200! I use other google paid services and I would like to see a some type of loyalty compensation for using these products. At the end of the day the services provided make life a little easier but it's not a necessity. 

[nobax]

I'm in Canada and a little over a year ago I was paying $80/year for the basic Nest Aware subscription.  When my subscription renewed this past March 2025 the price had increased to $100/year and I was okay with that not knowing how long the $80/year price had been in affect.

Now, 4 months after my subscription renewed at $100/yearSubscription prices can change to keep up with market shifts, which can include inflation and local tax updates.  Google has decided that they need another increase to $130/year.  This amounts to an 87.5% increase in a little over a year.  

In what world is this at all reasonable?  Has my wage increased 87.5% in the past year?  Has yours?  Has anyone working at Google had their wage increase 87.5%?  I certainly hope not.  

From your Help Centre:

"Subscription prices can change to keep up with market shifts, which can include inflation and local tax updates. "

This is nothing more than corporate double-speak and I would ask for a more thorough and transparent accounting of why an 87.5% increase is justified.

[Jaybe]

Cancelled mine immediately after receiving the email, it works perfectly well without a subscription but it doesn't store video or have face detection.
If we go on holiday I will sub for that month for security but otherwise they'll get nothing from us !

[bobmarley1707]

Same email today, price increase from 12 to 18 euro a month. Also invested heavily in Google Cameras but there's no way in hell I'm going to be paying that a month for them. They will lose my subscription as they will with thousands of others I'm sure. 

[Jaybe]

Luckily I only have the one camera but I am still looking at getting a few eufy ones as they store all the video on a hub with no subscription 👍🏻

[PCap]

I was THIS close to buying Google Nest products this week for my Mother-in-law's home, but given this price increase... I will not be doing that AND I too will be downgrading my service to the free version.

It was 60$ in 2023, then 80$, now 100$. Nope.

I previously bought NEST products and wanted to add more, but the newest Google Nest products aren't compatible with the Nest app that I LOVED. They made it increasingly harder for customers ... and now easier for me to say "I'm done". Very disappointed.

[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!