# What Share Of Paywall CTAs Are Dismiss Buttons?

Source: Lazyweb Research
Author: Ali Abouelatta, Lazyweb Research
Published: 2026-07-07
Updated: July 2026
Sample size: n=2679
Category: [Hard vs soft paywalls and dismissal affordances](https://design.lazyweb.com/blog/category/hard-vs-soft-paywalls-and-dismissal-affordances)
Tags: paywall, monetization, ux-patterns, mobile, upsell
HTML: https://design.lazyweb.com/blog/what-share-of-paywall-ctas-are-dismiss-buttons
Markdown: https://design.lazyweb.com/blog/what-share-of-paywall-ctas-are-dismiss-buttons.md

**Answer.** Among 2,679 role-labeled paywall CTAs tracked by Lazyweb Research, 196 (7.3%) are dismiss-role buttons, spanning 64 companies [1]. Dismiss is the rarest labeled role behind primary (1,886), unknown (1,727) and secondary (597) [1]. Because 39% of all CTAs are role='unknown', 7.3% is a lower bound on true dismiss prevalence [1].

> Just 7.3% of role-labeled paywall CTAs (196 of 2,679) are dismiss buttons — Lazyweb Research, July 2026.

## The finding

Of 2,679 role-labeled paywall CTAs, only 196 (7.3%) carry the dismiss role, across 64 companies [1]. Dismiss is the least common labeled role. Purchase-driving primary CTAs dominate at 1,886, and secondary CTAs (plan toggles, alternate offers) reach 597 [1].

## Role distribution

| CTA role | Rows | Share of labeled |
| --- | --- | --- |
| Primary | 1,886 | 70.4% |
| Secondary | 597 | 22.3% |
| Dismiss | 196 | 7.3% |

Shares are of the 2,679 labeled rows; a further 1,727 rows are role='unknown' and excluded from the denominator [1]. Always cite the labeled denominator when quoting dismiss prevalence [1].

## How to apply it and caveats

A dedicated dismiss button is a deliberate design choice most teams skip — fewer than one in thirteen labeled CTAs is one [1]. If you add one, the top texts are 'not now' (56), 'no thanks' (41), and, notably, 'cancel' (40) and 'maybe later' (26) among the 196 dismiss-role CTAs [2]. Caveat: 7.3% is a floor because 39% of CTAs are unlabeled; some dismiss buttons hide in that bucket [1].

## The numbers

| Stat | Computed from |
| --- | --- |
| 196 dismiss of 2,679 labeled CTAs (7.3%), 64 companies; primary 1,886, secondary 597, unknown 1,727 | dismiss_ctas_among_labeled + cta_role_distribution |
| dismiss-role top texts: not now 56, no thanks 41, cancel 40, maybe later 26, dismiss 15, skip 10 | dismiss_copy_leaderboard (dismiss-role subset) |

## Methodology

Role-based figures use the 2,679 role-labeled CTA rows out of 4,406 total. Dismiss prevalence is a lower bound because role='unknown' covers 39% of CTAs. July 2026.

## Visual references

Real, in-market app screens tracked by Lazyweb Research:

- Espn: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/uploaded_espn/paywall/compare/2026-05-28/1779979605647_00_ESPN-20260528-144645-01.png
- Paramount: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/ent10_paramount/lazyscreenshots/2023_12_16_11-34-50_BA90250F.png
- Financial Times: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/uploaded_financial_times/paywall/compare/2026-05-28/1780014111288_00_Financial_Times-20260529-002150-01.png
- Galatea: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/uploaded_galatea/paywall/compare/2026-05-28/1780022817089_00_Galatea-20260529-024656-01.png

## Sources & citations

- [1] Lazyweb Research analysis of 2,679 role-labeled paywall CTAs (mobile app corpus, 252 companies), July 2026. Dismiss prevalence is a lower bound; 39% of the 4,406 total CTA rows are role='unknown'.
- [2] Lazyweb Research analysis of 196 dismiss-role paywall CTAs (mobile app corpus, 64 companies), July 2026. Top dismiss-role CTA texts by frequency.

## Related questions

- [What Percent Of Paywalls Have A Visible Dismiss Option?](https://design.lazyweb.com/blog/what-percent-of-paywalls-have-a-visible-dismiss-option)
- [What Is The Most Common Dismiss Button Copy On Paywalls?](https://design.lazyweb.com/blog/what-is-the-most-common-dismiss-button-copy-on-paywalls)
- [How Do Apps Let Users Exit The Paywall — X Button, 'Maybe Later', Or Not At All?](https://design.lazyweb.com/blog/how-do-apps-let-users-exit-the-paywall)
- [Hard Vs Soft Paywall: How Common Is Each?](https://design.lazyweb.com/blog/hard-vs-soft-paywall-how-common-is-each)
- [What Share Of Companies Run A Soft Paywall Variant?](https://design.lazyweb.com/blog/what-share-of-companies-run-a-soft-paywall-variant)
- [How Many Paywalls Show A Visible Close Or X Button?](https://design.lazyweb.com/blog/how-many-paywalls-show-a-visible-close-x-button)
- [How Many Paywalls Use A 'Maybe Later' Text Link Instead Of An X?](https://design.lazyweb.com/blog/how-many-paywalls-use-a-maybe-later-text-link)
- [What Percent Of Paywalls Offer Only 'Restore Purchases' As An Exit?](https://design.lazyweb.com/blog/what-percent-of-paywalls-offer-only-restore-purchases-as-an-exit)

## Explore the evidence

- [Billing toggle experiment kit](https://design.lazyweb.com/blog/billing-toggle-experiment-kit?utm_source=lazyweb&utm_medium=research&utm_campaign=billing-toggle-kit)
- [Cal AI annual-plan and trial presentation](https://design.lazyweb.com/blog/cal-ai-paywall-annual-plan-and-trial)
- [Monthly versus annual billing toggles](https://design.lazyweb.com/blog/monthly-vs-annual-billing-toggle-pricing)
- [Billing cadence versus plan tiers](https://design.lazyweb.com/blog/annual-billing-toggle-vs-plan-tiers)
- [Cal AI trial-introduction screens](https://design.lazyweb.com/flow/cal-ai/onboarding-paywall)

## Continue your research

[Connect Lazyweb to your coding agent](https://www.lazyweb.com/mcp-install)