
Proton VPN which is built on trust got caught running secret price tests on users, then denied it. Their own code revealed the opposite.
Proton VPN was caught running price sensitivity tests on its own users and then provided a cheap and inaccurate excuse when asked about it. Users on Proton's subreddit (which has since been deleted by the moderators) noticed that they were quoted different prices for the same VPN Plus plan in the same country at the same time. Refreshing the page showed a price of $2.77 per month with 72% off, while opening a new incognito window showed a price of $3.23 per month with 68% off, despite nothing about the visitor having changed. I have conducted the test myself and can confirm this (and you can too, while it is still active). Proton's General Manager responded by saying that there was no adaptive pricing and that a recent sale simply hadn't "universally refreshed".
Windscribe then pulled the actual page source. Each visitor was assigned to a variant and the test was labelled in plain text inside an HTML meta tag. One session returned content "A" and the other returned content "B", with each pointing to a separate pricing URL. One of these was explicitly flagged as "test-300726-b". A screen recording showed the price changing in real time in clean incognito sessions. Expired sales don't do that. Neither do cached pages.
It is good to be precise about the terminology, because Proton was too. Adaptive pricing uses personal data to set a price tailored to an individual. Price sensitivity testing involves quoting different people different prices for the same product in order to establish the point at which sales begin to drop off. The GM denied the latter. Nobody had accused Proton of doing this.
Most major companies run A/B price tests, so it's a completely ordinary practice. However, Proton's entire business is built on trust, transparency and privacy, not just as a feature but as a promise. If you refer to your own labelled test code as a "glitch", it suggests that you are not transparent. For a brand built on trust and transparency, it is the most difficult thing to apologise for.
You can also read the original post from Windscribe here with their PoC: https://xcancel.com/Windscribe/status/2085859988090581461