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Since its inception in 2009, Mullvad has had a fixed price of €5 per month. As of June of 2022, Mullvad removed subscriptions, defined as automatic recurring payments, as a way to increase user privacy by storing less data. As a result of their decision to remove subscriptions: only one-time payments are allowed.<ref>{{Cite web |date=2022-06-20 |title=We are removing the option to create new subscriptions |url=https://mullvad.net/en/blog/2022/6/20/were-removing-the-option-to-create-new-subscriptions |url-status=live |access-date=2025-08-15 |website=mullvad.net |archive-url=http://web.archive.org/web/20250727190718/https://mullvad.net/en/blog/2022/6/20/were-removing-the-option-to-create-new-subscriptions |archive-date=27 Jul 2025}}</ref>
Since its inception in 2009, Mullvad has had a fixed price of €5 per month. As of June of 2022, Mullvad removed subscriptions, defined as automatic recurring payments, as a way to increase user privacy by storing less data. As a result of their decision to remove subscriptions: only one-time payments are allowed.<ref>{{Cite web |date=2022-06-20 |title=We are removing the option to create new subscriptions |url=https://mullvad.net/en/blog/2022/6/20/were-removing-the-option-to-create-new-subscriptions |url-status=live |access-date=2025-08-15 |website=mullvad.net |archive-url=http://web.archive.org/web/20250727190718/https://mullvad.net/en/blog/2022/6/20/were-removing-the-option-to-create-new-subscriptions |archive-date=27 Jul 2025}}</ref>


Mullvad has a very serious policy rejecting paid reviews, influencer sponsorships, and shout-outs as a testament to their integrity. Instead, they puchase ads outdoors, on [[Google]], [[DuckDuckGo]], and the [[Apple App Store]].  
Mullvad has a very serious policy rejecting paid reviews, influencer sponsorships, and shout-outs as a testament to their integrity. Instead, they purchase ads outdoors, on [[Google]], [[DuckDuckGo]], and the [[Apple App Store]].  


They do not run ads on their service applications, website, or blog, and state that any endorsements they give, they are unpaid, and solely of their opinion.<ref>{{Cite web |date=2024-05-15 |title=Policy on reviews, advertising, influencers, and affiliates |url=https://mullvad.net/en/help/policy-reviews-advertising-and-affiliates |url-status=live |access-date=2025-08-15 |website=mullvad.net |archive-url=http://web.archive.org/web/20260222220926/https://mullvad.net/en/help/policy-reviews-advertising-and-affiliates |archive-date=22 Feb 2026}}</ref>  
They do not run ads on their service applications, website, or blog, and state that any endorsements they give, they are unpaid, and solely of their opinion.<ref>{{Cite web |date=2024-05-15 |title=Policy on reviews, advertising, influencers, and affiliates |url=https://mullvad.net/en/help/policy-reviews-advertising-and-affiliates |url-status=live |access-date=2025-08-15 |website=mullvad.net |archive-url=http://web.archive.org/web/20260222220926/https://mullvad.net/en/help/policy-reviews-advertising-and-affiliates |archive-date=22 Feb 2026}}</ref>  


===Market Control===
===Market Control===
According to a survey conducted by [https://www.security.org/ security.org], only 2% of the 323 VPN users questioned chose Mullvad VPN.<ref>{{Cite web |last=Cruz |first=Brett |date=2025-07-31 |title=VPN Use in 2025: Trends, Statistics, and Consumer Sentiment |url=https://www.security.org/resources/vpn-consumer-report-annual/ |url-status=live |access-date=2025-08-15 |website=security.org |archive-url=http://web.archive.org/web/20260219223328/https://www.security.org/resources/vpn-consumer-report-annual/ |archive-date=19 Feb 2026}}</ref> The company 6sense sates that Mullvad VPN retains an estimated 0.03% market share in the industry,<ref>{{Cite web |date=2025-08-15 |title=Mullvad VPN Market Share |url=https://6sense.com/tech/virtual-private-network-vpn/mullvad-vpn-market-share |url-status=live |access-date=2025-08-15 |website=6sense.com |archive-url=http://web.archive.org/web/20241213053343/https://6sense.com/tech/virtual-private-network-vpn/mullvad-vpn-market-share |archive-date=13 Dec 2024}}</ref> however their methodology for that conclusion is not clearly listed.  
According to a survey conducted by [https://www.security.org/ security.org], only 2% of the 323 VPN users questioned chose Mullvad VPN.<ref>{{Cite web |last=Cruz |first=Brett |date=2025-07-31 |title=VPN Use in 2025: Trends, Statistics, and Consumer Sentiment |url=https://www.security.org/resources/vpn-consumer-report-annual/ |url-status=live |access-date=2025-08-15 |website=security.org |archive-url=http://web.archive.org/web/20260219223328/https://www.security.org/resources/vpn-consumer-report-annual/ |archive-date=19 Feb 2026}}</ref> The company sense sates that Mullvad VPN retains an estimated 0.03% market share in the industry,<ref>{{Cite web |date=2025-08-15 |title=Mullvad VPN Market Share |url=https://6sense.com/tech/virtual-private-network-vpn/mullvad-vpn-market-share |url-status=live |access-date=2025-08-15 |website=6sense.com |archive-url=http://web.archive.org/web/20241213053343/https://6sense.com/tech/virtual-private-network-vpn/mullvad-vpn-market-share |archive-date=13 Dec 2024}}</ref> however their methodology for that conclusion is not clearly listed.  


Mullvad also provides the service backend for [[Mozilla]] FireFox's VPN.<ref>{{Cite web |date=2024-09-04 |title=Mozilla Subscription Services {{!}} Terms of Service |url=https://www.mozilla.org/en-US/about/legal/terms/subscription-services/ |url-status=live |access-date=2025-08-15 |website=mozilla.org}} ([http://web.archive.org/web/20251228062252/https://www.mozilla.org/en-US/about/legal/terms/subscription-services/ Archived])</ref>
Mullvad also provides the service backend for [[Mozilla]] FireFox's VPN.<ref>{{Cite web |date=2024-09-04 |title=Mozilla Subscription Services {{!}} Terms of Service |url=https://www.mozilla.org/en-US/about/legal/terms/subscription-services/ |url-status=live |access-date=2025-08-15 |website=mozilla.org}} ([http://web.archive.org/web/20251228062252/https://www.mozilla.org/en-US/about/legal/terms/subscription-services/ Archived])</ref>