# The total price up front > Fees, taxes, currency, renewals and an easy way out: show what a family will really pay before it commits, and make leaving as easy as joining. - Course: [Pricing: Set, Package and Raise Your Prices](https://productovi.com/courses/pricing.md) - Module: How do we show the price honestly? - Lesson 18/32, ~26 min - Source: https://productovi.com/courses/pricing/the-total-price-up-front ## Just 2.5% **Alex Tutor:** Back on Klasna's growth team. Nazar's January page has its prices; today Hanna has a question about what a family actually pays at the end. **Hanna:** The payment provider takes 2.5% of every payment: 310 on each NMT Sprint. Why not add a 2.5% "service fee" at the last step of checkout? Families hardly notice. **Alex Tutor:** "Hardly notice" is the problem. A low headline price with unavoidable fees revealed step by step is **drip pricing**. The family compares 12,400 with other offers, then pays 12,710. **Alex Tutor:** Name what Hanna is proposing before we test her arithmetic. > **Exercise:** Hanna's idea: show 12,400 UAH for NMT Sprint on the page and add a 2.5% “service fee” only at the last step of checkout. What is this practice called? **Alex Tutor:** As of October 2026, EU consumer law requires the **total price**, with taxes and every unavoidable charge, before a buyer commits online. Ukrainian law requires clear price information before purchase. Our house rule is simpler: the first price a family sees is the price it pays. **Sofia:** And does the surcharge even cover the fee? **Hanna:** Of course. 2.5% on top, 2.5% taken off. Check it. > **Exercise:** Klasna adds 2.5% to the Sprint price of 12,400 UAH at checkout. The provider then takes 2.5% of the **whole** payment. How much does Klasna keep? In UAH, to two decimals. ## Absorb it or show it **Hanna:** Fine, my arithmetic was off. But the 310 is a real cost. Someone has to pay it. **Alex Tutor:** Yes, and the price is how they pay it. Option one: keep 12,400 and absorb the fee, as Klasna does today. The Sprint's floor already includes it. **Alex Tutor:** Option two: raise the shown price so it covers the fee, say to 12,720, and show that number everywhere. Same money, no surprise at the last step. **Alex Tutor:** Find the exact price that covers the fee. > **Exercise:** The payment provider takes 2.5% of the whole payment. What shown price would leave Klasna exactly 12,400 UAH from an NMT Sprint sale? In UAH, to two decimals. **Sofia:** And a fee only for one way of paying? Say, cards cost more than a bank transfer? **Alex Tutor:** Careful there. As of October 2026, in the EU a surcharge on consumer card payments is generally not allowed: the payment-services rules forbid it for ordinary consumer cards and for euro bank transfers. Ukraine's rules on this need checking with a lawyer before you rely on them. The safe default for Klasna: one price for every payment method. > **Exercise:** Which way of handling the 2.5% payment fee meets the "total price up front" standard? **Alex Tutor:** And a surcharge only for card payments, shown up front? > **Exercise:** **True or false:** Klasna may charge EU families 2.5% more when they pay by an ordinary consumer card, as long as the surcharge is shown before payment. ## Hryvnia and euros **Nazar:** Families in Poland and Germany see euro prices. Can we show them before VAT and add it at checkout, like some shops do for businesses? **Alex Tutor:** Not for consumers. In the EU, consumer prices are shown including VAT and other taxes. Whether VAT is due on live online lessons sold from Ukraine is a question for a tax adviser before you sell into a country; whatever the answer, the euro price shown is the price paid. **Sofia:** And families in Ukraine always see hryvnia? **Alex Tutor:** Yes. As of October 2026, prices for Ukrainian consumers are set and shown in hryvnia. A dollar price "for convenience" on the Ukrainian page is not an option. **Nazar:** And if a card from abroad is charged in another currency? **Alex Tutor:** Say which currency you charge in, next to the price. The bank's conversion is theirs, but the amount Klasna charges must never change between the page and the receipt. > **Exercise:** Which lines on Klasna's page meet the total-price standard? Select all that apply. ## Renewals and the way out **Nazar:** Last thing: the Club. Sign-up takes two clicks. To cancel, you write to support and we call you to talk you out of it. Retention! **Alex Tutor:** That's a trap, not retention. Honest standard: cancelling is as easy as signing up, in the account, with a confirmation. Ask why they're leaving after they've cancelled, not as the price of leaving. **Alex Tutor:** For the annual plan, state the renewal date and price at sign-up and send a reminder about a week before charging again. People who forget to cancel and then feel cheated leave for good, and they talk. **Nazar:** Fine: two clicks to join, two clicks to leave, and a reminder before the annual charge. > **Exercise:** Which belong in an honest Club subscription flow? Select all that apply. **Sofia:** And the EU families? Don't they have a right to change their mind? **Alex Tutor:** They do. As of October 2026, an EU consumer can withdraw from an online service contract within 14 days, and since 19 June 2026 online sellers must offer a clearly labelled withdrawal button. If the family expressly asked to start at once and was told about its right to withdraw and what it would then pay, it pays for what it has already used. **Hanna:** So a family that tries the annual Club for ten days and leaves gets most of its money back? **Alex Tutor:** Most of it: it pays for the days it used. Work out the share. > **Exercise:** A family in Poland bought the annual Club plan, expressly asked to start at once after being told about its right to withdraw, and withdrew on **day 10** of 365. If it pays for the days used in proportion, what share of the annual price comes back? In %, to two decimals. ## Your turn: answer Hanna **Hanna:** So no service fee at checkout. Write me a short note I can forward to Leo: why not, and what we do instead. **Alex Tutor:** Lead with the decision, then the reason, then the numbers. **Sofia:** The decision, why a surprise fee is drip pricing, and the two honest options with their numbers. **Alex Tutor:** And keep it short: Leo reads notes on his phone. > **Exercise:** Write Hanna's note for Leo (3–5 sentences): why Klasna won't add a 2.5% fee at checkout, and what it will do instead, with the numbers. The facts: NMT Sprint is shown at 12,400 UAH; the payment provider takes 2.5% of the whole payment (310 on 12,400); a 2.5% surcharge would make the family pay 12,710 and still leave Klasna only 12,392.25; the honest options are to absorb the fee at 12,400 or to show one price that covers it, 12,720. > **Key ideas** > > - The first price a family sees should be the price it pays: every unavoidable fee and tax included. A fee revealed at checkout is **drip pricing**. > - A 2.5% surcharge on top doesn't even cover a 2.5% fee taken from the total (12,710 leaves 12,392.25). Absorb the fee or build it into one shown price. > - No extra charge for paying by card: in the EU a surcharge on consumer card payments is generally not allowed (as of October 2026). One price for every payment method. > - EU consumer prices include VAT; check the VAT treatment before selling into a country. Ukrainian consumers see prices in hryvnia (as of October 2026). > - Subscriptions: price per billing period, how they renew, a reminder before an annual charge, and cancelling as easy as signing up. > - EU consumers can withdraw from an online service contract within 14 days, and online sellers need a withdrawal button since 19 June 2026; a family that expressly asked to start at once, and was told what that means, pays for what it used. **Alex Tutor:** Next time, two old tricks with new rules: fake urgency and fake "was" prices. And Dana writes a price post for her own channel. - Previous lesson: [How buyers read a price](https://productovi.com/courses/pricing/how-buyers-read-a-price.md) - Next lesson: [Fake urgency and fake "was" prices](https://productovi.com/courses/pricing/fake-urgency-and-was-prices.md) --- Productovi Learning. Free, no sign-up needed to read.