Wolt reduced the Wolt+ subscription price from 49 to 29 shekels a month — a 40% cut. According to Ynet, the discount was originally launched in March 2025, during wartime, and presented as temporary, but it has continued through at least July 2026 and has effectively become a permanent price. The background: when Wolt introduced Wolt+ alongside a delivery-fee increase in January 2025, consumers protested sharply, with some deleting the app entirely. According to Ynet, the company made a strategic retreat on price to boost subscriber numbers. Bizportal (12.07.2026) adds a complementary angle: analysts estimate that lower-than-expected subscription uptake, alongside growing competition from Eat, Mishlaha, and Tenbis, drove the price cut — not just a response to the 2025 backlash. Wolt itself said the discount was presented as temporary but was kept due to "broad responsiveness," claiming hundreds of thousands of Israelis are already saving through the subscription. The subscription waives delivery fees, but subscribers still pay a 2-5.90 shekel operational fee per order, subject to a minimum purchase — about 60 shekels for restaurants within 4-6 km, and 140 shekels for pharmacy orders. According to Bizportal, those ordering more than three times a month from varied locations may realize real savings; those who order rarely or rely only on free-delivery promotions likely won't benefit financially.
Wolt Cuts Wolt+ by 40%: The Discount That Was Supposed to Be Temporary and Became Permanent
Wolt reduced its Wolt+ subscription price from 49 to 29 shekels a month — a 40% cut originally presented as temporary that has now lasted for months and looks permanent. The move comes as a reversal after the original launch of Wolt+ alongside a delivery-fee hike in January 2025 sparked sharp consumer backlash.
Why it matters
The move represents a notable reversal relative to the wave of delivery-fee hikes described in EVT-004: while retail chains kept raising delivery prices, Wolt chose to cut its own subscription cost — a move suggesting tighter competition in the delivery-subscription sub-market (Eat, Mishlaha, Tenbis) compared to the broader retail delivery market.
What's next
If the discount remains permanent, early subscribers may keep the current price even if it rises in the future — giving consumers negotiating leverage through the threat of cancellation. If competition from Eat/Mishlaha/Tenbis intensifies, similar pricing moves from competitors are possible.
Verified facts
- Wolt cut the Wolt+ price from 49 to 29 shekels/month (a 40% reduction) (Bizportal, Ynet, 12.07.2026)
- The discount originally launched in March 2025 as temporary, but has continued at least through July 2026 (Ynet)
- Background: the delivery-fee increase and Wolt+ launch in January 2025 sparked sharp consumer backlash, including app deletions (Ynet)
- Analysts (Bizportal): lower-than-expected subscription uptake and competition from Eat/Mishlaha/Tenbis drove the cut
- The subscription waives delivery fees but keeps a 2-5.90 shekel operational fee; minimum order 60/140 shekels (both sources)