Web2App is booming – FunnelFox makes it easier for mobile apps to manage web-based payments with the industry’s first all-in-one web billing solution.
FunnelFox, a US-based startup pioneering Web2App technology, today announced the launch of FunnelFox Billing, the industry’s first all-in-one solution for managing web-based payments for mobile apps. Designed to help growth teams navigate the complexity of Web2App monetization and overcome infrastructure blockers, FunnelFox Billing unifies the entire web payment flow into a single interface – from checkout to chargeback protection. Early results show a 20-30% increase in payment success rates.
Market shift driving Web2App adoption
Web2App adoption is surging as mobile developers increasingly acquire users through web funnels where subscriptions are purchased on the web before users download the app. In 2024, Web2App adoption grew by 77% YoY, while user acquisition spend in this channel rose by 54%.
Momentum has been further accelerated following a landmark US court ruling that prohibits Apple from restricting how developers direct users to external payment options on the web. Developers can now embed web-based checkout flows directly inside mobile apps – unlocking web-based subscriptions, and bypassing App Store’s 15-30% commission in favor of 3-5% web payment fees.
However, transitioning to web payments brings its own set of infrastructure challenges – managing multiple payment providers, handling chargebacks and refunds that can trigger account bans, navigating complex routing and orchestration logic. Most teams juggle six or more disconnected tools to stitch together a functioning billing stack.
“One of the most common scenarios is a payment provider account being unexpectedly blocked. In these cases, orchestration is critical – it allows to seamlessly reroute the user to an alternative provider and avoid losing the transaction,” explains Andrey Shakhtin, Co-Founder and CEO of FunnelFox. “Improving conversion from checkout to successful payment requires a full stack of coordinated actions: using local providers, switching between them, supporting region-specific payment methods, and ensuring that the logic runs without interruption.”
Solving the complexity of Web2App monetization
FunnelFox Billing solves this problem with the first fully unified solution for managing web subscriptions in one place and orchestrating web-based payments, eliminating the need for a complex stack of disconnected tools. Through a single interface, it covers the entire web payment flow: from paywalls and checkout experiences to real-time routing, fallback handling, refunds, and chargeback mitigation.
With advanced features like revenue recovery, cascading payments, smart retries, and an extended CRM layer across all payment providers, FunnelFox Billing significantly reduces operational costs and risk while increasing payment success rates. In early testing, FunnelFox clients reported a 20-30% increase in successful payment conversions. This solution helps app developers streamline their payment infrastructure, boost conversion rates, and reduce the load on support teams through automation.
“The recent market shifts in the US and the Apple ruling create exciting opportunities, but also introduce new risks. Apple still doesn’t offer tools to streamline web-based payments, and that impacts not only revenue, but user trust. The payment stack is a critical point where “loyal” money is often lost”, said Andrey Shakhtin, Co-Founder and CEO of FunnelFox. “Our mission is to help growth teams scale their apps without infrastructure blockers. FunnelFox Billing is built to account for every possible revenue leak during the payment process, unlocking up to a 30% increase in revenue.”
FunnelFox Billing is now available globally.
Pioneering Web2App
FunnelFox was founded in 2024 by Andrey Shakhtin (a Web2App expert and former growth executive at Palta, Vivid Money, MuseScore) together with Adapty.io, a revenue management platform used by over 11,000 apps with $1.9B in tracked revenue. The two products are building a complementary ecosystem for app monetization. For example, following the recent Apple ruling, they jointly launched an in-app web paywall feature.
Capitalizing on a major market shift, FunnelFox has seen strong traction. The company has achieved 13x revenue growth over the past 12 months, serving clients globally, including Zing Coach, Shmoody, Facetune, Zumba, Paired, Lifesum, Reading.com, and many others. To date, FunnelFox has processed 3+ million transactions, generated $50+ million in client revenue with an industry-leading >140% ROAS, and supports over 500 app projects worldwide.
FunnelFox is the first no-code Web2App platform and is rapidly becoming the backbone of the global Web2App ecosystem. In the coming months, the company plans to strengthen its product offering, expand its client base in the US and globally, and build strategic partnerships to accelerate adoption across the app economy.
