Every charge point operator has to answer the same question early: how do we bill drivers? The pricing model affects more than revenue. It decides whether drivers feel they are being treated fairly, whether bays turn over quickly, and how easy it is to explain a session on a receipt. There are three main options, and most mature networks end up combining them.
Per kWh: paying for energy delivered
Charging per kilowatt-hour is the most transparent model. The driver pays for the energy that went into the battery, the same way they think about fuel. Two vehicles that take the same amount of energy pay the same amount, whatever their charging speed.
- Strengths: easy to understand, fair across vehicle types, and directly linked to your biggest cost, which is electricity.
- Weaknesses: it does nothing to stop a fully charged car from occupying a bay for hours.
- Needs: accurate metering on every charger, and a clear tariff shown before the session starts.
Per minute: paying for time at the charger
Time-based pricing charges for how long a vehicle is connected. It encourages drivers to move on once they have enough charge, which is valuable at busy sites.
The drawback is fairness. A car that can only accept 30 kW pays the same per minute as one drawing 120 kW, so it pays far more for each unit of energy. Drivers of slower-charging vehicles notice this quickly.
Subscription: a monthly fee for lower rates
A subscription gives regular users a reduced per-kWh rate, a bundle of included energy, or priority access in return for a monthly fee. It suits fleets, ride-hailing drivers and residents of housing societies who charge at the same sites week after week.
- Strengths: predictable recurring revenue and loyal, repeat customers.
- Weaknesses: it only works where drivers use your network often enough to see the benefit.
Comparing the models
| Model | Best for | Main risk |
|---|---|---|
| Per kWh | Most public sites, mixed vehicle types | Bays blocked by fully charged cars |
| Per minute | Busy high-power hubs where turnover matters | Seen as unfair by drivers of slower-charging cars |
| Subscription | Fleets, regular commuters, residential sites | Low uptake if usage is occasional |
The hybrid most networks choose
A common and effective approach is per-kWh pricing with an idle fee. Drivers pay for energy while charging, then a per-minute fee starts a short grace period after the session ends if the vehicle is still plugged in. This keeps pricing fair and keeps bays available. Fleet and frequent users can then be offered a subscription on top.
Whatever model you choose, show the full price, including any idle fee and taxes, on the charger screen or app before the driver starts. Surprise charges cost more in lost trust than they earn.
Setting the price level
Start from your real cost per kWh delivered: the energy tariff, fixed demand charges, payment fees, maintenance and the cost of the equipment spread over its life. Then look at what drivers pay at nearby sites and what the location is worth to them. A highway hub with food and clean facilities can charge more than an unattended charger in a car park. Time-of-day pricing can also pass on cheaper off-peak energy and smooth out demand.
How PxT can help
PxT Energies and our EVee Buddy platform support per-kWh, time-based, idle-fee and subscription pricing, including app-less payment for drivers who do not want to install another app. We can help you model prices for each site before you go live.